Members Receive 20% Off Here

Members will receive 20% off of General Assembly's Digital Marketing Online Workshop

Purchasing here on the 4A's website will generate a link that takes you to a special landing page on General Assembly's Website.



General Assembly: Digital Marketing

Develop your agency’s talent, improve employee retention, and foster a culture of growth with Digital Marketing On Demand: a flexible learning path that gives teams a robust introduction to such fundamentals as segmentation, customer insight, CRM, analytics, and automation. Participants use our dynamic online platform to advance at their own pace, and expert mentors offer motivational guidance and feedback in 1:1 sessions. Set your team up for success (and gain insights into its progress). 4A's members receive 20% off!

Working From Home With Kids


Mothers@Agencies Leader, and chief working-mom juggler. She will help you learn how to not just survive but thrive during this changing, challenging, and uncertain time. In this 30-minute webinar, you will:


  • Make minute-to-minute decisions with greater ease. Get clear on what’s most important to you in your work and for your family to guide your decision-making.

  • Feel less alone and stressed. Not only do you have lots of peers in the same boat whom you can learn from, but there are also things you can do to help you through this situation.

  • Be empowered to move forward. When things get tough, we tend to put ourselves last. This is a critical time for us to stay healthy, positive, and productive. Learn to identify what you need and simple ways to make it happen.

Negotiation Skills, TBD | New York

This half-day workshop is designed to better position agencies as negotiators and business partners to marketers, procurement personnel, and other potential client stakeholders, both to protect existing margins and to help them grow. Learn the tips and tricks to win in today's complex environment from procurement expert Brett Colbert, Partner, Strategic Acquisition Solutions. 

Duration: 4-6 Hour session

Location: 4A's (5 Bryant Park New York, NY)

Price: Members ($700) Non-Members ($850)


Topics Covered

How do other agencies manage to the scope

  • Who is responsible for holding the client responsible for scope creep

  • Who approves doing incremental work for free (investment)

What makes you different?
  • Do clients think we bring something different?

  • Do they want something different? Are they willing to pay for something different?

  • Does your process or offering demand a premium?

How do you up-sell?
  • Pricing small incremental scope items.

  • Where are the opportunities? How do you find and sell?

  • How do you target longer-term opportunities (like other brands the company has)?

Negotiating fees
  • Is it ok to negotiate?

  • What are the variables at play – scope, fee, timing...?

  • Do clients have more than they say they do?


Mastering Management, May 13th | Follow Up Session June 8th | New York

Dates: May 13, Follow up session June 8

Times: 9 am - 5pm 

Location5 Bryant Park, New York, NY 10018 (4A's) 

Price: Members ($1,950) Non-Members ($2,250)


If you’re new to supervising or management, or you simply want to become a more effective manager, this training program is designed for you. Participants will learn specific methods for keeping the team on track and delegating effectively. The two-session structure of this program offers managers an opportunity to practice new skills and techniques between workshops, and then regroup to debrief on their individual experiences. 



What you will learn?

  • The difference between managing and leading people
  • Understanding how to motivate and inspire those who work for you
  • Delegating effectively and avoiding micromanagement
  • How to give corrective feedback and encourage initiative
  • Problem-solving with an action-oriented focus
  • How to create and maintain a performance-driven team
  • Communicating more effectively with direct reports, peers and senior management


Mothers@Agencies April 22nd, 2020

Registration DeadlineApril 10, 2020

Workshop DatesApril 22, May 6, May 20, June 3, June 17, June 24, July 8, July 22, 2020

Time: 1pm-2pm Eastern

Pricing: Member's ($1,800) Non-Members ($2,250)


A Transformational Coaching Program for Agency Leaders



Mothers@Agencies Coaching Program Creates Transformation

In order to thrive, agencies must grow women into leadership; one of the common challenges is motherhood. Mothers@Agencies is a live, virtual leadership development program designed for mothers at any stage in their professional career.  This 16-week leadership development program coaches mothers to thrive in the agency environment, encouraging them to make bigger contributions and motivating them to stick around. Mothers will finish the program with greater confidence, enhanced productivity, stronger relationships, and improved work/life blending. This is an investment in your future leaders that makes your agency family stronger.


Program Format




Meet the Coaches

Beryl Greenberg is a certified executive coach in private practice who is passionate about helping advertising professionals find the life they love and a career that supports it. Beryl started her career as an advertising agency professional and transitioned into executive search before becoming a coach. As Beryl is a mother to 3 teenage boys, she is passionate about supporting mothers in the workplace.

Kerry Griffin is known in the agency community as an innovative talent developer with an infectious passion to grow team talent and engagement. Kerry began her agency career in client services before shifting focus to attracting and developing talent for teams across agencies. Now Kerry leads the talent team as Chief Talent Officer at MERGE. As she has 4 kids, Kerry understands the daily challenges parents face in the workforce.



Contact the professional and organizational development department at Learningsupport@4as.org

Launch For Leaders, Postponed | Chicago

Date: Postponed, 9am-5pm (Breakfast served at 8:30am) 

Location: 225 N. Michigan Avenue, Chicago, IL 60601

Pricing: Members ($1,950) Non-Member ($2,500) 

The Launch for Leaders program was developed for agency professionals to learn skills to become future agency leaders. The 2-day workshop's objective is to provide learning based on the premise that creativity, profitability, and growth are fueled by effective leadership. 


Program Focus:

The program centers around a proprietary case study about a fictional agency struggling with many of the decisions our leaders face every day. In addition, the participants take part in a DiSC Work Of Leaders assessment and debrief which covers the core principles of leadership including Crafting A Vision, Building  Alignment and Championing Execution. The Launch for Leaders agenda covers leadership development in four key areas:

  • Leading the Business: Understanding the roles and responsibilities of an effective leader, driving profitability, developing a broader perspective, establishing and executing strategic organizational priorities, and creating a motivating environment that supports great work.
  • Leading Growth: Participants will discuss organic, reactive and prospective new business growth strategies as well as growth through the lens of recruiting and hiring world-class talent.
  • Leading Clients: Using a difficult client scenario from the case, we cover all aspects of client leadership from understanding clients, building and expanding relationships, leading clients forward, developing account optimization plans and selling transformational ideas.
  • Leading People: In this section, we cover critical people skills such as setting meaningful performance goals, providing effective feedback, collaboration, coaching for better results, dealing with difficult people, and handling conflict.



Through presentations, breakout sessions and discussions, participants will be exposed to the principles of effective agency leadership as well as different points of view, best practices and practical application of what they learn. Each participant will also leave with templates and drafts of the following:

1. An organic growth plan for a specific account

2. An account optimization plan

3. A personal profile to inform their leadership behaviors

4. A relationship map to expand their influence

5. A creative scorecard to drive better work

6. A client buying dossier to improve the likelihood of selling ideas/strategies/fees to clients.

7. A focused development plan for continued learning


Participant Profile:

  • Senior Supervisor to Group Director level across all departments
  • Managing a team
  • Interacting with senior-level clients
  • Employees with long-term potential at the agency

4A's Digital Academy, May 26-27 | New York

Introducing the 4A's Digital Academy: a comprehensive one and a half-day workshop that provides those new to digital advertising the skills and knowledge you need to thrive in the ever-changing agency environment. You’ll learn how marketers can use digital advertising as part of their marketing mix, and how to have deeper, more valuable conversations with clients at all levels about digital advertising strategy and execution. After completing the course, you’ll have a full understanding of the digital advertising world, from its history and development to current trends and ongoing challenges. 



Course Duration: 1 and 1/2 day's 

Location: 4A’s NYC 4A’s NYC (5 Bryant Park, New York, NY)

Ideal audience: 0-5 years experience, involved with Programmatic, search, data analytics, customer insights, media planning/ media buying; jr. account manager

Pricing: Members ($2,050) Non-Members ($2,500)


Learning Objectives:

  • To provide students with a comfort level around digital advertising.
  • To give students an understanding of how marketers can leverage digital advertising a part of their marketing mix.
  • To empower students to have deeper, more valuable conversations with clients at all levels about both digital advertising strategy and execution.
  • To provide students with an understanding of how the digital advertising ecosystem functions so they can make smarter decisions for their clients.


Desired Outcomes:

Upon course completion, participants will have a full understanding of the digital advertising world, from its history and development to current trends and ongoing challenges. They’ll understand how marketers can leverage digital advertising as part of their marketing mix, and be able to have deeper, more valuable conversations with clients at all levels about both digital advertising strategy and execution. They’ll be able to leverage their knowledge of how the digital advertising ecosystem functions to make smarter decisions for their clients.


Topics Covered:

  • Digital Advertising History
  • Ad Formats
  • Tracking
  • Data and Targeting
  • Data Management
  • Programmatic
  • Video Advertising Ecosystem
  • Viewability
  • Ad Fraud
  • Ad Blocking
  • Net Neutrality


Executive Leadership Program, June 3-5 | New York

Pricing: Members ($2250) Non-Members ($2,650)


Research conducted by Harvard University found that about half of those who move into leadership positions fail.  The 4A’s is once again offering the Executive Leadership Program (ELP), a three-day program specifically designed to provide current and potential leaders from agencies of all sizes and specialties with a set of leadership survival and success tools.


What It’s All About?

The focal point of the course is a globally acclaimed computer-based simulation that challenges participants to lead, manage and improve the performance of a marketing communications agency over time. The result is actionable.




The Agency Leadership SimulationTM (ALS)

During three simulated years spread over three days, management teams must make about 300 decisions that determine the agency’s (known as Shele House, a network agency in Perth, Australia) success. For a sneak peek at the Shele House simulation, click here.


Who Should Attend?

Target attendees include new office CEO’s, COO’s, client service directors, major account directors, creative directors, and high-potential department heads. The ALS is also an invaluable learning experience for those being considered to eventually succeed current agency leaders.


Agenda & Additional Information

The 4A’s Executive Leadership Program will be held March 3-5, 2020. View Agenda.


5 Bryant Park, 16th Floor
1065 Avenue of the Americas
New York, NY 10018


About Facilitator
Click here to read more about the facilitator, Ed Baron.


For any questions about the program contact: learningsupport@4as.org



As a 4A's Member, you receive complimentary access to a handful of on-demand courses you can access: HERE 

You will need to login-in with your 4A's profile to access these courses for free.

New Leadership Skills for Client Service Professionals

Free for 4A's Members / Non-4A's Members: $221

Develop the right skillset and mindset to deliver the marketing leadership agencies need!

  • Explore the new leadership skills that marketing professionals need.

  • Learn how agency-client relationships have changed over the past 10 years.

  • Look ahead to the mindset you’ll need to be successful in the future.

How to Increase Your Impact in Meetings

Free for 4A's Members / Non-4A's Members: $221

Increase your impact in meetings and up your influence at work!

  • Increase your speaking time with preparation strategies.

  • Build alliances on your team.

  • Hold the floor for longer using proven tactics.


How To Write an Annual New Biz Plan

Free for 4A's Members / Non-4A's Members: $221

Are you ready to perfect your annual new business strategy?

  • Learn to focus on creating a new business strategy in Q4.

  • Understand the basics of managing your team and giving them the information they need to succeed.

  • Uncover how to best manage your timeline.

Driving Social Media ROI: Rules of the Road

Free for 4A's Members / Non-4A's Members: $221

Prove the return on investment with social media marketing!

  • Set actionable goals that will achieve the desired results.

  • Know which metrics to track.

  • Learn how to use social media to map business outcomes.

What It Takes To Be A Successful Agency Manager

Free for 4A's Members / Non-4A's Members: $221

Are you ready to find success as an agency manager?

  • Learn how to improve the effectiveness of your team.

  • Utilize communication to motivate and inspire.

  • Understand the importance of delegation and prioritization.

How to Take Your Creative Ideas and Sell to Clients

Free for 4A's Members  / Non-4A's Members: $221

Having a creative idea isn’t enough. Learn how to sell your idea and achieve maximum business potential!

  • Create a brief that inspires your client to act.

  • Understand the difference between creative ideas and building creativity.

  • Define clear evaluation criteria to ensure all of your ideas go above and beyond.