Executive Leadership Program

FEATURED TRAINING

Sales For Non-Sales People, NYC, June 11

Non-members: $815 | Members: $650 (log-in for member pricing)

June 11, 2019 | 9:00 AM - 1:00 PM

When sales growth slows, most companies invest more resources in their sales teams. Savvy agencies also invest in their account-management and client-servicing employees. Because generating more business from existing clients not only increases revenue—it’s more profitable, too. It’s the business trifecta everyone seeks: increased client retention, increased sales, and lower costs of acquisition

What You Will Learn
  • The questions that uncover new opportunities
  • How to hear what's not being said
  • How to ask for, and get, referrals for new business
  • A newfound 'sales confidence' from hand-on practice
  • Why people buy
  • How ‘non-sales’ staff impact the company’s success
  • How to deliver: closing the loop and following up

Who Is It For?

  • Client-facing professionals in all agency departments

Strategy Bootcamp, NYC, May 7

Strategists today are expected to be experts in endless topics, methods and trends. In this highly interactive, hands-on course, we'll cover the mindset, tool set and skill set any strategist needs for success. Participants will engage in real-time practice using a provided case study. 

What You Will Learn
  • Using Your Three Brains
  • Asking Better Questions
  • Applying Convergent and Divergent Thinking
  • Finding Inspiration in Unexpected Places
  • Becoming a Ruthless Reductionist
  • Developing and Delivering Great Briefs
  • Selling in Transformational Thinking 

Who is it for?

  • 0-4 years of experience  

 

About Jurene 

 

Jurene has more than 20 years of experience as a strategic professional – coaching strategists, creatives and clients to do great work. She has held strategic leadership positions at top creative agencies like Deutsch, Mother, JWT and mono. Over the years, Jurene has successfully led teams of all sizes and composition. Jurene is known for her engaging and energetic style. When it comes to training and development, she takes a decidedly anti-BS approach and stays focused on tools and skills that you can use in the real world. Jurene has a BA in International/Intercultural Communication and a MA in Speech Communication and Mass Communication from the University of Minnesota. She also has credentials from the Institute of Integrative Nutrition and The Institute of Coaching at McLean/Harvard Medical School

 

 

 

Strategy for Non-Strategist, NYC, May 8

 Non-Members: $1,050 | Members: $850

 (log-in to see 4A's member pricing) 

No matter what it says on your business card, today you're expected to a be strategist. In this highly interactive one-day course for departments outside of strategy, you'll learn the fundamentals of strategic thinking. Teams will engage in live practice in key areas such as problem reframing, insight generation and strategic articulation. 

 What You Will Learn

  • Defining Strategy
  • Using Your Three Brains
  • Essential Strategic Questions
  • Interrogating Client Briefs
  • Understanding and Leveraging Research
  • Thinking From the Top Down and the Bottom Up
  • Understanding Insights and How to Have Them
  • Developing and Delivering Great Briefs

What Your Clients Want NYC, May 30

Knowing your client’s business and what drives their decisions is integral to every agency’s success. This day-long course will cover the critical and often unknown factors you must know in order for you and your agency to succeed. 

 

What You Will Learn
  • Onboarding/Reonboarding Clients For Success
  • A Day in the Life of a Client
  • How To Shift from Vendor To Partner
  • Adapting To Different Client Styles
  • The Top 10 Client Challenges
  • What Clients Say They Want From Their Agencies
  • Strategic Tools To Help You Deliver
  • Consultative Selling For Success

 

Who Is It For?
  • 3-8 years of experience across all disciplines

 

About Mark Strong
Mark Strong is a highly engaging trainer with more than 25 years of experience in the advertising world. He’s worked with blue-chip brands such as MasterCard, BMW, Starbucks and Levi’s at agencies such as Fallon and McCann. Within these organizations, he’s held roles such as Director of Account Management, Chief of Staff, Director of New Business and Head of Learning & Development. In addition to training professionals in advertising and other creative industries, Mark has more than a decade of experience as an Executive Coach, strategic facilitator and team building expert. He is accredited through the International Coach Federation and has significant credentials from Coach U, The Landmark Forum, DiSC, Institute of Coaching McLean Hospital, a Harvard Medical School affiliate, and The Institute for Professional Excellence in  Coaching.

Launch for Leaders, NYC, Sept 18-19

DATES    September 18th-19th
LOCATION   
1065 Avenue of the Americas, 16th Floor
New York, NY 10018

Designed to develop the next generation of leaders, Launch for Leaders is a 2-day immersive workshop that provides managers an opportunity to build critical skills to become an effective agency leader.

Over the course of two days, participants will embark and explore key areas of leadership development under the following lenses:

  • Leading the Business: Understand the roles and responsibilities of an effective leader, drive profitability, develop a broader perspective, establish and execute strategic organizational priorities, and create a motivating environment that supports great work
  • Leading Growth: 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:  Uncover all aspects of client leadership from understanding clients, building and expanding relationships, leading clients forward and selling transformational ideas through a challenging client case-study scenario
  • Leading People: Learn critical people skills, such as setting meaningful performance goals, providing effective feedback, collaboration, coaching for better results, dealing with difficult people, and handling conflict

In addition, individuals will take part in a DiSC for Leaders assessment, which identifies their personal strengths and growth areas in relationship to leadership capability.

Click here to take a look at the 2-day agenda.

Who Should Attend

This program is designed for high potential employees with 5+ years of experience who are:

  • Directors or new Group Directors
  • Managers of Teams
  • Interacting with senior-level clients

4A's Executive Leadership Program, NYC, Mar 26-28

4A's Members: $2,250 per person (Login with your 4A's Profile for Member Discount)  / Non-4A's Members: $2,650 per person

Research conducted by Harvard University found that about half of those who move into leadership positions fail.

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.

 

FREE COURSES FOR 4A'S MEMBERS

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

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.

NEW ON-DEMAND COURSES

C-Suite Series: Achieving Financial Success

4A's Members: $170 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $221

Learn how to turn your agency into a highly profitable dynamo!

  • Understand how agency and personal financial planning go hand in hand.

  • Embrace agency best-practices.

  • Discover how to successfully develop a succession plan.

 

Strategies for Selling Your Agency

4A's Members: $170 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $221

An excellent plan today will help you sell your agency tomorrow!

  • Understand that there are more buyers than you think.

  • Learn to navigate sales price.

  • Discover how potential owners can change.

 

Key Mistakes with Agency Contracts

4A's Members: $170 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $221

Don’t leave your agency exposed to unexpected liabilities!

  • Understand how contracts put you at risk.

  • Learn key provisions to include.

  • Gain essential information that will help you protect yourself and the agency in the future.

Analytics, Measurement & Optimization

4A's Members: $170 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $221

Maximize the impact of your campaign with KPIs!

  • Understand how to approach measurement.

  • Gain a deeper understanding of how a funnel framework operates.

  • Define conversion events and goals.

 

The 'Why' of the Working Mom

4A's Members: $170 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $221

Understand the motivations of mothers in the industry to initiate positive change!

  • Learn to consider working moms when making agency decisions.

  • Gain insight about the motivation and purpose of working moms.

  • Create simple action plans to support moms in meaningful ways.

 

Building Rapport with Clients

4A's Members: $170 (Login with your 4A's Profile for Member Discount)  / Non-4A's Members: $221

Use psychological principles to build a rapport with your clients!

  • Learn your own preferred communication styles.

  • Understand the most common communication styles of clients.

  • Build strategies for effectively communicating with clients who have communication styles that clash with your own.

 

Implementing A Parent Support Approach

4A's Members: $170 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $221

Start providing relentless support for the moms (and dads) at your agency!

  • Understand what kind of support working parents need.

  • Discover the “coach approach” - and why it works!

  • Implement best practices in your agency to continually build a culture of support.

 

In’s and Out’s of Content Marketing

4A's Members: $170 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $221

Understand the legal elements of content creation and strategy for agencies!

  • Learn regulatory requirements associated with content marketing.

  • Gain important background on legal implications.

  • Uncover regulatory risks of specific content media programs.

How To Predict The Future

4A's Members: $170 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $221

In this course, we explore success and examine how to predict it!

  • Learn to navigate the highs and lows of business.

  • Gain valuable insights from industry leaders.

  • Explore real-world stories and techniques.

A Human-Centered Talent Strategy

4A's Members: $170 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $221

Discover how to create a talent strategy that has an impact!

  • Define purpose.

  • Debunk common misconceptions.

  • Learn tools that you can use to assess and drive employee growth.

 

Does It Matter Who Gets The Credit?

4A's Members: $170 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $221

Learn to motivate your talent using unique methods!

  • Build a lasting competitive business advantage.

  • Stop focusing on who gets the credit - but instead acknowledge your team’s wins together.

The Science of Women in Leadership

4A's Members: $170 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $221

Create a more diverse, inclusive corporate culture!

  • Learn the importance of being more thoughtful when identifying diverse talent.

  • Understand the role that talent from all genders and diverse backgrounds plays in your agency.

  • Discover how to lead your diverse team - and how to cultivate an inclusive company culture.

 

Customer Relationship Management

4A's Members: $170 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $221

Combine best CRM practices with major digital channels to optimize your campaigns!

  • Learn the importance of CRM - what it is, what it isn’t, and how you can use it in your agency.

  • Understand the key platforms that drive CRM success.

Ownership of Your Story

4A's Members: $170 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $221

Utilize storytelling on your path to success!

  • Learn the importance of the story - both about who you are, and what you do.

  • Understand that telling your story is one thing, but you need to learn how to live it, as well!

Sweepstakes, Contests & Promotions

4A's Members: $170 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $221

Understand the legal ramifications of promotions, and what your agency can do to protect itself!

  • Learn the do’s and don’t’s of consumer promotion activity.

  • Gain insight into the complicated world of promotion regulation.

Find The Right Work/Life Balance

4A's Members: $170 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $221

Embrace a new work/life balance as a parent in the advertising industry!

  • Learn what balanced success looks like to you - and how to achieve it.

  • Understand new principles for making your dream balance a reality.

  • Ask the right questions to gain clarity.

Courageous Convos about Race

4A's Members: $170 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $221

Empower all of your leaders to bring their best selves to the workplace!

  • Learn a fresh approach to achieving racial diversity.

  • Build an environment that promotes equality.

  • Start the conversation and encourage employees to express themselves.

 

Digital Optimization to the Next Level

4A's Members: $170 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $221

Are you building the best digital experience possible?

  1. Capture the proper Voice of Customer in testing.

  2. Learn to use behavioral segmentation to create a framework for improvement.

  3. Gain a deeper understanding of the role that analytics play.

 

The Must Know On Social Media

4A's Members: $170 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $221

Learn to navigate our digital, community-driven world with social media!

  • Understand how to build communities on social media platforms.

  • Uncover which platforms attract consumers and drive engagement.

  • Develop a plan with reasonable KPIs for your client.

 

Social Media Dynamics

4A's Members: $170 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $221

Understand the legalese behind social media dynamics!

  • Learn your social media rights.

  • Uncover the risks you take - and how to protect yourself.

  • Tune in for lessons learned and real-world examples.

Pushing Clients Beyond Their Comfort Zone

4A's Members: $170 (Login with your 4A's Profile for Member Discount)  / Non-4A's Members: $221

Launch your client’s brand and develop an authentic voice!

  • Understand how social platforms support your client’s brand.

  • Discover why an authentic voice is critical to any brand.

  • Learn to support business objectives while driving traffic and without breaking your client’s authentic voice.

DOT Native Digital Learning Center

4A's Members: $250 (Login with your 4A's Profile for Member Discount)  / Non-4A's Members: $350

ACCELERATE YOUR DIGITAL EXPERTISE WITH THE 4A’S DOT NATIVE DIGITAL LEARNING CENTER, AN INTERACTIVE ONLINE LEARNING PLATFORM THAT ALLOWS YOU TO STUDY IN YOUR OWN TIME AND AT YOUR OWN PACE.

The 4A’s Dot Native Digital Learning Center is made up of short, interactive courses presented by expert tutors and gives you access to hundreds of hours of insights, talks and deep dives from industry leaders to get you up to speed and stay up to date on the latest in digital marketing. With your purchase, you’ll get:

  • Your own personal login to our learning platform

  • Access to over 30 hours of content across critical topics

  • Full support and customer service

  • Downloadable resources and tools

Impress your clients, feel confident in meetings, and get the knowledge you need to better learn on the job and grow your career.

Using Compelling Stories to Persuade Clients

4A's Members: $170 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $221

Start earning more business with storytelling!

  • Learn to construct a perfect business story.

  • Find sources for your stories to give them credibility and background.

  • Use voice and gesture to tell your stories convincingly!

 

Embracing Chaos: How W+K Builds a Creative Culture

4A's Members: $170 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $221

Break the rules and consider new possibilities to help your creativity thrive!

  • Learn to manage diverse and highly skilled people.

  • Take better creative risks.

  • Embrace succession planning as a reality.

C-Suite Series: Building Your Personal Wealth

4A's Members: $170 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $221

Start focusing on your personal wealth plan to grow your agency’s profitability!

  • Create realistic personal finance goals.

  • Learn to build plans and benchmark objectives.

  • Understand why selling your agency may not be the best option.

 

Mastering The Demands of Project Management

4A's Members: $170 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $221

Get ready to wow your clients with these masterful project management skills!

  • Learn to lead more productive discussions.

  • Understand how to recognize and leverage various communication styles.

  • Embrace your role in minimizing tema conflict.

Current and Future Possibilities with AR/VR

4A's Members: $170 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $221

Learn how AR and VR can help you build a digital presence!

  • Understand how AR and VR technologies are being used in today’s marketplace.

  • Learn the wide range of platforms you can use.

  • Discover immediate opportunities that will have the biggest impact.

How to Move Clients to “Yes!” in Your Presentations

4A's Members: $170 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $221

Learn to overcome nerves and move your clients to the “Yes” stage!

  • Understand what causes nervousness before a presentation.

  • Create a presentation where your ideas are easy to understand (and agree with).

  • Discover when to create client questions and how to engage them throughout your presentation.

 

C-Suite Series: Building a Focused Business Plan

4A's Members: $170 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $221

Create a focused business plan for your agency with these tips!

  • Learn to start a strong business plan.

  • Understand the best ways to organize your plan to drive business decisions.

  • Implement the tips in this course to stay operational.

The Importance of SEO & PPC

4A's Members: $170 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $221

Learn the basics of SEO and PPC and how they impact your client’s business!

  • Understand the basics of search engine optimization.

  • Discover how to implement these concepts to your client strategies.

  • Use simple search tools to help build keyword lists.

 

Becoming a Highly Profitable Agency

4A's Members: $170 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $221

Learn the tried and true tactics other 4A’s members have used to become profitable!

  • Understand that changes take time - and what you can do to accelerate them.

  • Embrace the advice from other 4A’s members.

  • Utilize the resources available to you.

 

The Legal & Regulatory Environment

4A's Members: $170 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $221

Brush up on your legal expertise with this course!

  • Learn about how the First Amendment impacts your strategy.

  • Gain a deeper understanding of regulation.

  • Take protective measures to keep your agency safe.

 

Understanding & Leveraging Intellectual Property

4A's Members: $170 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $221

Intellectual property is a key element for any agency - learn more about it!

  • Understand how IP is protected.

  • Discover new ways to structure terms and agreements.

  • Uncover what IP is and what it isn’t.

 

The $20T Misunderstood Consumer

4A's Members: $170 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $221

Let’s work together to change traditional agency thinking and market to a diverse female market!

  • Understand what objectifying advertising is, and how to avoid it.

  • Discover the value in marketing to women.

  • Learn to inspire change in your agency.

Don’t Be Left Behind in Mobile

4A's Members: $170 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $221

Mobile advertising is the way of the future - stay up to date with this course!

  • Understand how consumers use mobile devices, and how they can be marketed to.

  • Learn the key role that mobile plays in a consumer’s journey.

 

Develop Talent for Max Value

4A's Members: $170 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $221

Bring more value to your agency by focusing on developing your talented employees!

  • Learn to structure a strong development program.

  • Uncover how all of your employees are already superstars waiting to wow you!

  • Gain a competitive edge over the competition.

 

Core Principles of E-commerce

4A's Members: $170 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $221

Discover the core principles of e-commerce to drive success!

  • Optimize filling out forms.

  • Understand how mobile has changed the e-commerce landscape.

  • Learn the role that online shopping plays in the life of the consumer.

 

The Psychology of Successful Leaders

4A's Members: $170 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $221

Uncover the core principles of building a truly successful business!

  • Learn your own psychological hesitations and how to work with them.

  • Drive change and innovation.

  • Recognize self-limiting beliefs and behaviors.

Unconscious Bias - Beyond The Training

4A's Members: $170 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $221

Stop allowing your unconscious bias to lead decision making!

  • Learn to acknowledge and work around your unconscious biases.

  • Understand how to engage your managers and leaders about bias training.

  • Craft an unconscious bias training plan for your agency.

 

Demystifying the Podcast Media Process

4A's Members: $170 (Login with your 4A's Profile for Member Discount)  / Non-4A's Members: $221

Master the buying process in the podcasting world!

  • Learn the different channels through which podcast ad space is bought and sold.

  • Understand the difference between direct buying, network, and podcast ad agencies.

Power of Podcast Advertising: Ad Campaign Success

4A's Members: $170 (Login with your 4A's Profile for Member Discount)  / Non-4A's Members: $221

Understand the elements that create a successful podcast ad campaign!

  • Know when to tweak your existing campaign.

  • Understand which KPIs are valuable.

  • Learn what goals are realistic.

 

How Blockchain Creates A New Digital Age

4A's Members: $170 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $221

Uncover the secrets of blockchain in this new course!

  • Know the basics of blockchain.

  • Understand its origins.

  • Discover how you can apply it to your agency’s strategy.

 

Build a Reliable Lead Pipeline

4A's Members: $170 (Login with your 4A's Profile for Member Discount)  / Non-4A's Members: $221

Learn how to consistently generate excellent leads!

  • Know the systems you need to generate leads.

  • Build the right offer that will close deals.

  • Position your agency as THE choice for clients!

 

Deploying Creativity in Transformational Moments

4A's Members: $170 (Login with your 4A's Profile for Member Discount)  / Non-4A's Members: $221

Learn how to consistently generate excellent leads!

  • Create conditions where creativity drives commerce.

  • Apply more fluid operating models.

  • Learn to increase ideation!

 

Budgeting Essentials P&L Forecasting and Analysis

4A's Members: $170 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $221

Be ready to answer questions from brands and negotiate like a pro!

  • Understand what types of questions are coming your way.

  • Learn to prepare adequately.

  • Preemptively head off objections that could occur during the negotiation.

Improving Profitability Via Timesheets

4A's Members: $170 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $221

Educate your staff on the importance of time sheets and use them more effectively!

  • Understand why time sheets are important.

  • Learn to effectively communicate with employees.

  • Create a system that’s painless for everyone to use.

 

Channeling Your Inner Champion

4A's Members: $170 (Login with your 4A's Profile for Member Discount)  / Non-4A's Members: $221

Grow your agency as if you’re going to sell it - regardless of your future plans!

  • Reduce apprehension by researching your conversation ahead of time.

  • Learn to keep cool - even if you feel defensive.

Video’s Biggest Challenges: Ad Experience & Measurement

Free for both 4A's Members and Non-4A's Members

Learn about how video impacts your ad experience, measurement, and strategy in this exclusive course!

  • Implement video in your strategy.

  • Gain access to real-world examples, research, and strategy to learn what works (and what doesn’t)!