Morrisons Steps Up Marketing Effectiveness with Skills Improvement Training

In a bid to retain "young and enthusiastic" marketers that are leaving the company due to lack of professional training, Morrisons has spent £250,000 thus far to launch an internal "marketing academy" next month.

The academy includes an auditorium, video conferencing suite and smaller learning spaces dubbed "Bobs" i.e. "Bringing out the best".

Everyone in the marketing department will undergo a three-day foundation module over the next three months, which was designed in partnership with Brand Learning. The academy will provide Morrisons' marketers with key training, such as proof writing and campaign management.

Thereafter, a second module called "skills training" will focus on developing areas such as media planning, creative development and social. Additionally, Morrisons is planning to run quarterly "innovation interventions" where inspirational people will be called in talk with their marketing team.

The academy investment is the latest step in the supermarket's overhaul of its marketing department, which has been underway for the past 15 months. Other improvements include a new agency model where the lead and channel agencies "work together to solve problems" and identify areas where Morrisons has been "less advanced" so that teams can tackle the gaps.

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