Launch for Leaders

 

FEATURED TRAINING

DOT Native Digital Learning Center

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.

Open Access: Unlimited On-Demand Webinars for 1-Year

Note: This is only available for 4A's Members

Purchase access to the entire catalog of 4A's on-demand training for 1-Year

  • More than 200+ on-demand courses from industry thought leaders
  • The cost includes unlimited access for 1 user for an entire year
  • This gives you the maximum flexibility to plan and deliver your learning needs for the year

2019 New York Institute of Advanced Advertising Studies

For more than 50 years, the Institute of Advanced Advertising Studies (IAAS) has put over 2,500 young, promising agency professionals into a real-life marketing environment, challenging them to deliver the most creative and effective marketing communications plans for Clients. This 12 week program is designed for accomplished agency professionals to train some of the brightest, young industry professionals in the business. In fact, many of today’s top agency executives are IAAS graduates.

We recruit faculty, judges, and mentors from leading agencies and brands to deliver cutting-edge instruction and assessment. Participants will be given an actual client assignment, are formed into “mini-agencies,” and develop a total advertising program. Teams compete by presenting their work to the “client”.

Course Curriculum

The 4A’s New York Institute of Advanced Advertising Studies (IAAS) is the perfect vehicle for your next generation of advertising leaders to learn the ins and outs of: 

  • Client Briefing - Research & Project Management

  • Research. Strategy Workshop

  • Paid Media & Comms Planning (Trade/Digital, Programmatic, Funnel, Path to purchase)

  • Creative Brainstorming & Development

  • Panel & Campaign Planning 1:1

  • Social, Branded Content & Experiential

  • Search, Mobile & Emerging Media & Creative

  • Creative Review

  • Storytelling & New Business Pitching

The course runs from January 30 – April 24, 2019 culminating with individual “agency” presentations in a quest to “win” the business. The in-person class dates are tentatively scheduled for Wednesday evenings: 1/30, 2/6, 2/13, 2/20, 2/27, 3/6, 3/13, 3/20, 3/27, 4/3, 4/10, 4/17. On Wednesday, April 24th, the students will be recognized and the winning team announced at a graduation celebration. The location of all sessions will be notated on the course schedule. Classes begin at 6 PM and conclude at 9 PM.

Who Should Attend?

1-5 years of experience across all disciplines – creative, media, research, strategic planning, account management, public relations, direct marketing, digital, social and mobile 


Launch For Leaders Chicago October 9-10, 2018

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.

Launch for Leaders: November 13-14, Los Angeles

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.

Executive Leadership Program, October 9-11, NYC

We have 2 seats left and we want to remind you to reserve your seat as soon as possible! 

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 ON-DEMAND COURSES BY 4A'S PARTNERS

Rock Your LinkedIn Profile

Learn to leverage your LinkedIn profile to get more leads and build your brand!

  • Understand the importance of a strong professional brand on social media.
  • Discover how to create a rockstar profile.
  • Use your profile to continue growing your brand and reputation!

How Agencies Can Harness The Power of People-Based Marketing

Brands want to execute people-based marketing across all channels and devices. How do we know? The largest brands have told us so, and studies by Morar Research confirm that 84% of marketers agree. Driving this demand is the need for more effective audience targeting, more precise and accurate measurement, and a more seamless brand experience across all consumer touchpoints. And these marketers are looking to agencies for help.As the people on the front lines, it’s up to agencies to guide brands toward success, and that starts with leveraging the people-based marketing tactics that are working so well on Facebook—everywhere else, too. In this webinar learn how people-based marketing has to power to level-up your marketing, including use cases from agencies already seeing success.

  • What People-Based Marketing is, and how it’s evolving
  • What agencies need to get started, from the know-how to tools and integrations
  • How and why to execute people-based planning, buying and measurement
  • The results and improvements people-based marketing delivers, from better ROI measurement to improving reach and frequency management

Beyond Impressions: How to Make Your Video Ad Results Stand Out from the Pack

You’re under constant pressure to generate the most impactful video advertising results for your clients—and that’s why you can’t afford to judge a campaign’s success on impressions or clicks alone.

  • Why current standards for video advertising success are limited—and the metrics you should be focusing on instead
  • Why the video dominance of Facebook and Google has been vastly overstated
  • How to leverage video to engage in two-way conversations with consumers, allowing you to learn more about your clients’ target audiences and serve them content that’s more likely to convert

Stay on Top of YouTube’s Biggest Trends

In this course you will be presented with three top trending videos on YouTube from the past quarter that your audience is watching. The videos were handpicked as the most influential and impactful videos, representative of broader trends surfacing on YouTube. 
 
But what does this mean for agencies and their brands? With a series of discussion questions, we invite advertising creatives and media planners to unpack these trends and consider implications for future marketing opportunities. 

Intro to Advanced TV for Agencies, presented by dataxu®️

Whether or not it’s Upfronts season, chances are that your agency does some type of TV or video buying for your clients. In 2018, the brands you work with are looking to learn more about innovative new forms of television, as well as the unique targeting and attribution capabilities they offer. This means it’s time for you to become an expert on all things Advanced TV.

This video course (made of 6 short, snackable modules) should take you no more than fifteen minutes total to complete. By the end of this course, you’ll have a newfound understanding of if Connected TV is right for your clients, and what to look out for when buying on their behalf.

Engaging Video Ad Experiences: Lessons for Today’s Marketers

In an increasingly fragmented and competitive content environment, marketers need to know what strategies actually work.  Will fewer ads improve viewer experience? Are shorter ads better? How much does ad repetition annoy viewers?

What Will You Learn

  • The factors that impact viewers when watching ad-supported content: choreography, repetition, relevance, control, and execution

  • How the premium video experience compares to linear television and other forms of digital advertising

  • How the industry is using innovative new ad formats, including 6 second ads and interactive/ engagement ads

NEW ON-DEMAND COURSES

Coffee Break Series: Managing the Client Relationship

Successful management of client relationships can be very challenging in our business. Yet it can be one of the most rewarding areas of your career development when you master critical client relationship skills.

Managing the Client Relationship is a four-part microlearning course designed to develop and enhance your client relationship management skills. Each course module features a short instructional video led by 4A’s thought leaders Gary Duke and Sheila Campbell of Wild Blue Yonder. To help you apply the techniques covered in the videos, each module includes an interactive questionnaire and a downloadable discussion guide that you can use on your own or in a group training session.

This course is part of the Coffee Break Video Series from Wild Blue Yonder.    

What Will You Learn

  • The five most important responsibilities of account leaders

  • How to earn credibility with clients

  • Negotiating tough topics with clients

  • How to manage client expectations

Coffee Break Video Series: Bringing New Ideas to Clients

Knowing when and how to bring new ideas and recommendations to clients are important skills for any agency account manager. And when it comes time to present new ideas to clients, your voice and body language can either help or hurt your chances of getting your clients to say “yes.”

Bring New Ideas to Clients  is a four-part microlearning course designed to develop and enhance your ability to evaluate and sell new ideas to clients. Each course module features a short instructional video led by 4A’s thought leaders Gary Duke and Sheila Campbell of Wild Blue Yonder. To help you apply the techniques covered in the videos, each module includes an interactive questionnaire and a downloadable discussion guide that you can use on your own or in a group training session.

This course is part of the Coffee Break Video Series from Wild Blue Yonder.

What Will You Learn:

  • How to evaluate creative work

  • When to introduce new ideas to clients

  • How to develop a strategy for selling ideas

  • What your voice and body language communicate to clients

Coffee Break Series for Account Management

The Coffee Break Series for Account Management is led by Wild Blue Yonder. This on-demand series includes all three of the on-demand courses including: Managing the Client RelationshipManaging My Everyday WorkBringing New Ideas to Clients. You can also buy them separately if you are interested in a specific module. 

Sessions Include:

  1. Bringing New Ideas to Clients

  2. Managing My Everyday Work

  3. Managing the Client Relationship

The Big Fish Experience: How to Create Compelling Arguments in Your Presentation

The success of every idea depends on the strength of how it’s presented. We’ve all had that one “big idea” – that passion project we’ve worked through the night and into the morning. Everyone has felt the drive that comes with it, and the desire to see it come to life. However, the next groundbreaking idea can’t be hindered or ignored just because it was presented badly. That’s why, in this presentation, Kenny Nguyen of ThreeSixtyEight details the process of how they craft engaging content through interactive exercises for some of the world’s biggest brands and game changing startups.

What Will You Learn

  • How to craft a compelling big idea to challenge your audience
  • How to develop an effective call to action
  • How to build a more cohesive structure for your presentation through an easy mind mapping process
  • Strategies to best open and close your presentation

 

A Modern Approach to Ad Agency New Business in 10 Lessons

Non-Member: $899 | 4A's Member: $630 (login with your 4A's profile to see member pricing)  

Ad Agency New Business Training revolutionized. On-demand winning content straight to your conference room. Everything your agency needs to know about how to win new business in 10 separate training modules.

  • How to get your entire agency on the same page!
  • The Four Ways to Grow Your Business
      1. Organic Growth
      2. Referrals
      3. RFP’s
      4. Recruiting the Clients You Want
  • Creating a Strategic Growth Plan Around the Four Ways to Grow
  • The “Four P’s” of Business Development
      1. Positioning…the importance and approach to finding your unique voice
      2. Prospecting…we’ll debunk some myths and coach you on how to build the ideal prospect list for your agency
      3. Pitching…how the modern meeting has changed the pitch dynamic\
      4. Pricing…yes, you can make more $ AND strengthen your client relationships   

Agile Marketing for Personalization

Personalization is no longer trendy. It’s now table stakes to allow brands to speak to their audiences on a one-to-one basis. While the scale personalization enables is potentially endless, the work that goes into supporting it needs to be sustainable. As is true with all transformations, personalization requires a change in process and potentially even in culture. During this session, you’ll learn why an agile process is critical to the success of personalization and how to start to implement it within your organization.

Engaging Hispanics For Growth

What Will You Learn

  • 5 Questions to Assess Hispanic Impact 

  • 5 Ways to Quantify Your Hispanic Opportunity 

  • 7 Cost-Effective Ideas to Generate Insights

  • 3 Approaches to Engaging Hispanics 

Who Should Attend

  • Mid- to senior-level account managers and planners who are responsible for generating growth-driving ideas for clients

Media Relations Essentials: Present Like A Champ

What Will You Learn

  • How to refine a message for the media/public

  • How to build Confidence through body language

  • The Do’s and dont’s for print and broadcast interviews

  • Tips for doing webinars

  • Public speaking tips for podiums, panels or internal meetings

Who Should Attend

  • Communication Directors, Senior Executives

  • Senior level agency professionals looking to improve their outward facing communications skills

A Streamlined Test and Learn Approach

The one constant in the digital world is change. Better ways to work emerge. Channels converge. Amid all this complexity, clients demand increased transparency. That’s why grounding every aspect of your digital marketing efforts in efficient test-and-learn strategies is essential to understanding and optimizing results. In this webinar, you will learn faster and better ways to enhance digital results by using the power of hypothesis setting and easy scalable test-and-learn programs.

 

What Will You Learn

  • Best practices for building a robust test-and-learn framework to understand digital impact

  • How to quickly assess current state and establish baseline data

  • Three platforms and technologies you may not have thought of testing — but should consider

  • Why it starts with a hypothesis: measurement planning and expectation setting

  • How to apply test-and-learn to cross-screen, complex campaigns

  • How to bring transparency to the test to ensure client trust


Beat the Robots: Your Brand Story

What Will You Learn 

  • How to select from the many experiences in your life in order to craft a narrative that makes you stand out from the competition – and the technology
  • Ways to share your story with your colleagues and your industry so you remain top-of-mind when the best opportunities arise

Who Should Attend

  • Anyone who worries that their job could become redundant due to advances in artificial intelligence
  • Anyone who worries that their job could become redundant due to lower-wage outsourcing
  • In other words, EVERYONE

The Small Agency Playbook for Winning New Business: 5 Pillars of a New Business-ready Agency

Agencies that have thriving, highly functional new business operations share some common characteristics. Despite what you might expect, they don’t involve hard-core sales tactics or esoteric techniques. In fact, they’re based on straightforward practices that any agency can master.

In this course, you’ll discover what those common characteristics are, why they lead to winning high-quality business, and how you can cultivate those qualities within your own agency.

What Will You Learn

  • The formula for a good “elevator pitch” and why it’s the one marketing tool you can’t do without

  • A framework for determining how much you can afford to investment in pitching

  • Why storytelling is an agency’s secret sales weapon – and what you need to do to master it

  • How to leverage the strengths of your team to build a strong business development practice, no matter the size of your agency

  • How to choose the right tactics you can sustain over time to meet your goals

FREE COURSES FOR 4A'S MEMBERS

New Leadership Skills for Client Service Professionals

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

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

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

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

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

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.