The investment underlines Haymarket’s global ambition for its marketing communications division, and allows both Haymarket and The Knowledge Engineers to benefit from each other’s international footprint. It is designed to support the group’s evolution beyond print to become a true multi-channel, multi-platform company, with a comprehensive range of services that addresses the needs of its audiences.
The partnership with The Knowledge Engineers responds to global industry demand for greater knowledge, insight and expertise in digital marketing. The Knowledge Engineers’ latest research revealed that only 26% of respondents were confident in discussing digital marketing, while 76% of businesses felt there was a general lack of digital knowledge within their organisation. Furthermore, 50% said they found it hard to keep up with digital marketing and creative technology.
Haymarket Media Group, with a portfolio of internationally-recognised marketing communications titles, including Campaign, PR Week, Marketing and Brand Republic, and audiences in multiple markets, already has a unique combination of knowledge and scale, says the company, and its relationship with The Knowledge Engineers will allow it to also offer its audience best-in-class digital training.
The Knowledge Engineers delivers digital training to worldwide clients designed to increase the digital marketing knowledge and skills. It offers extensive face-to-face training alongside its Digital Knowledge Centre, an online training platform with a wide selection of marketing courses designed for agencies, brands and media owners. Haymarket Media Group and The Knowledge Engineers together aim to help the industry embrace the new digital skills they need to become world-class integrated marketers.
Jane Macken, Managing Director, Haymarket Business Media, said: “The Knowledge Engineers is the perfect global partner for Haymarket Business Media, sharing similar clients, knowledge and international scale. We are therefore very excited to be deepening our relationship with them. As we evolve from publisher to provider of knowledge, collaborating better on our marketing communications assets around the world, The Knowledge Engineers will help us build our business for the future.”
Kevin Costello, Chief Executive, Haymarket Media Group, said: “The rapid migration to digital across our industry has created challenges and opportunities for agencies and media owners alike. The opportunity to invest in a company that matches our global ambition is unique and exciting for us, adding a valuable asset for our business, while at the same time enabling our audiences to get the most out of the new digital era for their own careers.”
Niall McKinney, founder and CEO, The Knowledge Engineers said: “Our research has revealed the surprising digital skills gap faced by the marketing industry, and we have a unique understanding of the challenges faced by companies transitioning to the digital world. There has never been a more important time for companies to invest in developing modern marketing skills, and we believe our combination of strategic yet practical training is the best approach to upgrade marketers knowledge worldwide. By deepening our relationship with Haymarket and becoming more integrated into their business, our ambition is together to become the leading global knowledge provider for the marcoms industry.”
