Trumblog

Interesting article by Rupal Parekh in Ad Age the other day.

Unilever Youth Teach Vets the ABCs of Digital

How do you ensure valuable senior executives don’t lag behind? One way is to institute a so-called reverse-mentoring program that pairs rookie marketing executives with senior execs.

The reverse-mentoring program is designed to get the organization “up to date and involved in what’s going on” in the world of digital marketing strategies.

The requirements are minimal: two hours of monthly tutoring and a willingness to teach and/or learn. A core team of young associates creates the curriculum, which is designed not to be rigorous but to regularly immerse senior executives in the digital space, organizers said.

This feels like the institutionalizing of a process that is part of every project for me and the people who I work with. Only for us it’s clients that we educate, not our own executives. We educate them so that they make smarter decisions, understand the value of what we do and work well together.

(No Ratings Yet)

 Loading ...