IBM and Adweek Partner to Create the Institute for Brand Marketing, an Educational Resource

Program aims to 'fill a void in the marketplace' for continual learning

Adweek today announced it is partnering with IBM Watson’s advertising arm to create a free educational resource called the Institute for Brand Marketing, aimed at helping marketing professionals become fluent in the latest technology upending their field.

The six-month program is set to launch this September with one complimentary course per quarter produced by the Adweek editorial team and IBM experts, with each course featuring 12 lessons along with relevant case studies and industry research. It will also encompass workshops at Adweek-hosted events, such as NexTech: Programmatic and Beyond (July 24-25 in New York City), Brandweek (Nov. 3-6 in Palm Springs, Calif.), and Elevate: AI (date in 2020 to be announced soon), as well as direct engagement and progress milestones via email, SMS messages and social media.

“IBM Watson Advertising and Adweek created this program to fill a void in the marketplace for marketers who are looking for continual learning and development."
Randi Stipes, CMO, IBM Watson Media and Weather

The lessons, along with supplementary evergreen content, will be available on a subdomain of Adweek’s website with key selections also published in the publication’s print issues and email newsletters.

“IBM Watson Advertising and Adweek created this program to fill a void in the marketplace for marketers who are looking for continual learning and development,” said Randi Stipes, CMO for IBM Watson Media and Weather. “We’re excited to curate a curriculum to give people greater confidence and skills to better navigate our constantly evolving industry.”

The partnership comes as IBM Watson has been bolstering its purchase of the former Weather Company’s advertising business to build out its conversational marketing business. The company released a self-service chat-integrated ad builder earlier this month and will host an interactive experience in Cannes to help marketers create their own chatbots.

Adweek, meanwhile, has been pushing further into the events and industry resource space with new conferences like the Elevate series, which homes in on key marketing topics ranging from creativity to artificial intelligence, and Brandweek, which focuses on high-level brand marketing.

“Adweek and IBM Watson Advertising share a similar view for the need for more education and training of today’s brand marketers,” said Jeffrey Litvack, CEO of Adweek. “The Institute for Brand Marketing program will directly address this need, and we are thrilled to be able to provide our platform as a springboard for this unprecedented, educational initiative.”

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