Adobe has linked up with some of Australia’s top agencies to create a new education program to help foster “a more holistic approach to digital marketing”.

Making the announcement this morning, Adobe product marketing manager advertising cloud APAC Nick McLachlan said the program was a response to the in-housing shift.

“The in-house shift for many brands is not about removing the agency from the picture but creating a balanced partnership for success where the brand has ownership over the technology and data,” he said.

“This is where trusted and transparent partners, who are experts on the technology chosen by their customers, can deliver centres of excellence for mutual success at a scale that simply cannot be done in-house.

“This opens up opportunities for the agency to go beyond the activation layer to provide full service across paid, owned and earned assets, as well as expertise on technology to empower and enable brand strategies.”

Adobe has partnered with agencies GroupM, Cummins&Partners, CHE Proximity And Accordant to deliver the ‘Adobe Advertising Ambassador Program’, which will educate and train marketers in Adobe Analytics, Audience Manager and Advertising Cloud in an effort to broaden the digital marketing talent pool.

“A key challenge faced by brands has been the ability to scale, hire and enable talent to execute across the technology of choice. If not navigated effectively, this journey can increase costs and reduce efficiency to market,” McLachlan said.

The program will run for three months and provide individuals with intensive training across the Adobe Experience Cloud.

Adobe head of advertising cloud APAC Phil Cowlishaw said employers are seeking marketers competent in these platforms.

“Australian brands are increasingly adopting Adobe Analytics, Audience Manager and Advertising Cloud as they look to get a single view of their customer,” he said.

“This provides greater insight into behaviour across the entire customer journey, as well as an omni-channel buying platform, which can serve personalised experiences wherever a customer interacts with them.

“The demand for people who can help brands succeed across these solutions has never been higher and I’m incredibly excited to see this first cohort learn, grow and drive success for our mutual clients.”