The programme will initially be undertaken by a group of 40 of Y&R's rising stars in 12 countries in the Europe, Middle East and Africa region.
The participants, each nominated by the chief executive of their particular office, represent a cross-section of agency departments. The six-week programme involves 15 hours of intensive study via a CD-Rom, with participants exchanging views with each other via the ASAS website. It replaces a two-week training course previously held annually by Y&R EMEA for 36 of its most promising young staff.
After successful graduation, each participant is awarded a certificate signifying a qualification that will be recognised across the Y&R network.
William Eccleshare, the chairman and chief executive of Y&R Advertising EMEA, said: "Our clients will be the main beneficiary of enhanced service."