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The success of IQ Academy

To fulfill its mission, Publicis Media created the IQ Academy, a first-of-its-kind interactive learning practice for building the expertise and skills workers need to support modern advertising. The company’s Global Learning Strategy team chose Adobe Captivate Prime as IQ Academy’s learning management system (LMS) for administering, tracking, and delivering eLearning programs.

IQ Academy is designed to educate Publicis Media agencies, as well as other agencies within the Publicis Groupe network such as DigitasLBi, about new marketing technologies and techniques using rich, robust, interactive content.  The first program launched in the IQ Academy included 22 foundational courses, 6 phase-level assessments, and 1 final certification exam covering all aspects of automated digital ad purchasing practices known as programmatic advertising. Given that the audience for the material includes multiple agencies across the global network, the Learning Strategy team used the flexible catalogs within Captivate Prime to deploy content in line with each user group’s unique business goals.

“Training is an ever-present need,” says Pietro Bartoli, Associate Director, Programmatic Strategy and Analysis, Digitas LBi.“Having a well-thought-out regimen of modules put together so that, upon completion, it gives you a new set of skills relevant to what you’re doing, is a powerful combination.”

 

Delivering a learner-first experience

The user experience was one of the most important considerations Publicis Media made when it chose Adobe Captivate Prime. Its universal Fluidic player eliminates the distracting links and popups common to other LMSs. The HTML5 player also makes learning experiences seamless and modern on virtually any device. According to a Client Operations Supervisor at a Publicis Media agency, when completing a course, the Fluidic player is very user friendly. There are not a bunch of popups that require users to repeatedly click, ‘Yes, I approve. Yes, I approve.’ It all stays within a nice clean window.

From the user dashboard, learners can immediately view their progress, timelines for completing courses, and badges they’ve earned for their accomplishments. The user interface also recommends courses for building additional skills and gives learners a single space for accessing all media and taking notes. “Whether I am looking at a PDF, watching a video, or pulling up a Microsoft PowerPoint presentation, it is really fluid. I don’t have to download anything additional or open new tabs, which helps me stay focused,” says Jose Aguero, Analyst, Strategy and Analysis, Digitas LBi. “Having a notes section and the ability to write notes and come back to them is extremely helpful.”

 

Structure to support quality learning

Skill-based learning delivered through Captivate Prime helps Publicis Groupe employees develop one competency at a time—each one a small component of a larger learning goal. Keeping learners engaged promotes knowledge retention, so the DTI Global Learning Strategy team sought a solution that could support a variety of learning elements and get learners excited. The gamification feature in Adobe Captivate Prime is one of those motivational tools. It encourages learners to participate through friendly competition, with badges and the ability for learners to share their achievements.

“Instead of feeling like it’s something that you have to do, it kind of feels like something that you want to do—you want to earn badges, gain points, and stay engaged,” Aguero says.

The solution also provides reporting so Publicis Media can monitor how teams are gaining skills and knowledge. Adobe Captivate Prime includes more than 120 reports, such as skill achievement and course completion.

Nipun Sharma (Adobe)