The UM MENA Point of View
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Every single literate staff at UM Dubai have been requested to take an online Digital Awareness Test – developed internationally by McCann Worldgroup. The original set of questions was developed by McCann Latin America, but were tweaked to suit the Middle East and North Africa markets here by MCN.
UM Dubai is the second agency within the MCN group to have been exposed to the initiative after digital agency Innovations took the test first. Most of the planners at UM Dubai – across multiple levels – have taken the test, and the results were very positive. A few staff are yet to take the test, but the agency was being flexible to suit time frame pressures and schedules for meetings, pitches, holidays etc.
“It’s compulsory for all staff, but it’s a fun way of finding out how much you know” commented Tom Roychoudhury, CIO at MCN about the assessment. “The test is really geared to help us figure out how much one knows (or doesn’t) so that we can devise constructive, value added training programs for all of them” he added.
