2.
Introduction
Squared: the context
We’re operating in a new world, where digital is changing everything. We want to drive
innovative, technology driven solutions with a constant sense of originality.
To do that, we need to move away from the past and embrace the skills of innovation and
collaboration that match the complexity of the tasks at hand.
We often hear that the biggest challenge posed by this rapid change is finding the right talent
however we would argue that it is equally important that organisations recognise and develop
their existing talent in order to do this.
Squared is here to help.
What is Squared Guru?
Squared Guru is a revolution in education. It’s a 10 day immersive programme designed by
Google in partnership with the industry, that builds from the best practices pioneered in the
original Squared programme (6-weeks, full-time). The Guru programme is designed to elevate
its more experienced participants and further hone the skill sets and mindsets required to be
able to effectively drive growth and best practice within their organisations.
Who is it for?
Squared Guru is designed for the leaders of today and places on the programme are strictly
limited and by invitation only.
We’re looking for candidates who have between eight to twelve years experience, and who
have been identified by senior management as high-potential. ‘Squares’ should ideally work in
cross-functional, non-digital roles, or those who work in an area of digital specialism and
require a broader view (so not Heads of Digital), and have shown great curiosity and appetite
for learning.
3.
The Squared Vision
What is expected of a “Guru” graduate?
At Squared, we have a vision. We want the industry to know that if someone’s been through
any Squared programme, they’ll be someone you want on your team and in the case of a
‘Guru’ graduate - leading it! They will be:
Expert Digital Practitioners
They’ll know how stuff works. They’ll know which platforms and tools to use when it comes to
researching, planning, implementing and measuring across multi-channel, multi-
platform marketing campaigns.
Strategists
They’ll get how stuff works, but also understand the bigger picture. They should be able to
understand how everything fits together: how has technology impacted society? Business?
How do digital channels interplay with the wider media mix?
Change Agents
Knowing how stuff works is helpful in the short term, but in five years the platforms we are
featuring on Guru will have changed beyond recognition. Things change quickly. We want
Squared participants to be able to adapt fast, and embrace change as an opportunity for
innovation.
Thought Leaders
They’ll be the go-to people in their field of expertise. They are trusted, inspiring people with
innovative ideas and the ability to turn these ideas into reality.
4.
So, how do we get there?
The right talent
At Squared, we want to create an arena where people can learn from one another. The
programme creates a strong network which continues to grow when their time at Squared is
over. When people go back into the industry, we want them to impact different teams in
different ways. So, our recruitment for the programme has been from a diverse pool. Our
participants come from directly from advertisers as well as media and creative agencies.
Their backgrounds are from widely different businesses and specialisms, but they have one
thing in common: they have each been put forward by their company as the best upcoming
talent their workforce has to offer. In most cases, they have all been through a rigorous
internal selection process.
The right approach
The Squared learning philosophy is simple. People learn by experience. The participants will
learn from each other and from self-insight, as well as from expert speakers and practitioners.
They will be faced with tasks across their learning journey. They will have to apply multi
disciplinary strategies to solve complex problems.Their success will rely upon them having to
learn from experience, from one another and from their mistakes.
The right delivery
Squared is delivered through four key pillars that make up the learning process: Projects,
Speakers, Toolboxes and Mentors.
Projects
At the core of the programme is a series of team-based projects, facilitated and assessed by
a broad range of experts from entrepreneurs to clients to senior agency staff.
5.
These projects will ask participants to answer briefs, requiring them to directly apply the
knowledge they are getting from the other parts of the programme.Squared participants will
also need to think about different problems from different perspectives, from commercial to
consumer to creative.
They include the following:
1. Think like a start-up
Participants have to research and plan a new business model, to present back to a panel of
entrepreneurs. This is to encourage them to think from a commercial angle, as well as acquire
useful skills in research, insight, project management and creative idea generation.
2. The Role of Digital in the Marketing Mix
Participants will work with a live brief for an advertiser, and create a pitch to bring their
marketing strategy to life specifically via digital. They will be required to work with a range of
challenging situations throughout this process and will present back to that advertiser and
their agency/agencies at the end of the process.
3. Squared Speaks
New for 2016! participants will be responsible for creating an industry event - POV, content,
audience etc from scratch with only a headline for guidance.
Speakers
Speakers come in to give information, examples and case studies, which are relevant to the
projects that the participants are working on at the time. They are there to provide stimulus
for thought, changes of direction, and inspiration. Supporters of the programme have included
high profile industry leaders such as Rory Sutherland and Sir John Hegarty.
Toolboxes
These are practical workshops led by experts. Again, the toolboxes are timed so as to be
relevant to the project, which the participants are working on during that week.
6.
Participants will get hands on experience, working with the relevant platforms, tools and
technologies they need to understand in order to be skilled digital marketers.
At the end of each toolbox, they will be formally assessed on their technical competence in
that area. Topics include: Insights, Search, Online Video, Mobile & Programmatic.
Mentors
The course will be very challenging and we want to make sure the participants have the right
support. We provide industry mentors, experts in their fields, to support and guide participants
during the time spent on project work.
