Google and global media agency MediaCom are joining forces to create a bespoke training programme for the agency’s staff.

The 'Mobile Ignition' programme has been developed to train MediaCom’s global employees on the importance of future mobile opportunities, The Drum reported.

Topics covered will include mobile advertising, how mobile fits into a communications plan, best practice in Google analytics, and how to use Google data to select the best channels and mobile techniques for agency clients.

The training programme will be initially launched in the UK later this year, before being rolled out to MediaCom’s other offices around the world. It is hoped that the agency’s mobile planners, buyers and strategists will have completed the course by 2015.

Ben Phillips, global head of mobile at MediaCom, said that mobile is becoming an increasingly important channel for consumers and the training programme will ensure that staff have the technical knowledge to best use Google tools.

“Mobile is becoming more pervasive in digital disciplines. It's important to have an educated perspective on the benefits and how to integrate mobile into an overall media plan,” he told The Drum.

Google's global agency business leader Phil Jones added: “Google and MediaCom working together can provide a huge volume of insight, knowledge and experience in this space. By developing Mobile Ignition in partnership, we can bring deeper levels of expertise in mobile to MediaCom and its clients.”