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Demystifying the Paid Media Ecosystem

During this session, we’ll explore the essentials of paid media – how it’s bought, sold and targeted, as well as how programmatic is changing the business and what this means for you.

 As we unlock these essentials, we’ll also share the most common formats in rich and static media and how mobile is transforming the advertising industry.


Mastering Workplace Conversations: Decoding Feedback

Fearlessly share your opinion and get valuable feedback!

  • Understand how to ask questions and grow your relationships
  • Craft excellent delivery of your ideas

The Psychology of Successful Leaders

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.

Core Principles of E-commerce

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.

 

Courageous Convos about Race

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.

 

Find The Right Work/Life Balance

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.

Sweepstakes, Contests & Promotions

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.

Ownership of Your Story

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!

Customer Relationship Management

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.

The Science of Women in Leadership

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.

 

Does It Matter Who Gets The Credit?

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.

Unconscious Bias - Beyond The Training

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.

 

Truth Behind An Iconic Campaign

Learn to build your lasting competitive business advantage!

  • Understand what elements are always present in award-winning work.
  • Build a team with winning characteristics.
  • Learn how to define success.

 

Customer-Driven Media Planning

You don’t need to be a media planner to develop a winning strategy!

  • Learn to jump directly into mediums to solve problems.
  • Use a media strategy toolkit to cut through barriers.
  • Discover how other agencies are using media to showcase their brand.

 

Evolution of Social Commerce

Learn about social commerce and how you can use it to promote your brand!

  • Understand why social commerce has lagged in the U.S.
  • Discover which brands are doing e-commerce right - and how you can implement their strategies.
  • Learn what social commerce means for *your* business.

Getting to Your Most Powerful Message

Use customer insight to create a better message for your brand!

  • Learn to create a Message Matrix.
  • Understand how to use a messaging evaluator tool.
  • Discover how to pressure test your brand.

 

How To Convert Your Client Proposals

Start converting as a result of your expertly crafted proposals!

  • Learn the #1 tip to closing your percentage
  • Understand how to qualify your prospects
  • Discover a more efficient way to create your proposals

 

Digging Deep for Customer Insights

Discover how to use insights appropriately to further your agency’s strategy.

  • Understand what a true insight is - and how to use them.
  • Mine meaningful insights and apply them.
  • Learn how other brands use their media kit and social strategy.

 

Women Leading from the Inside Out

Lead yourself and others in a more successful way!

  • Learn to embrace your feminine nature in your leadership roles.
  • Identify limiting beliefs you have about your own skills.
  • Amplify your communication.

 

The Art of Modern Storytelling

Learn how to tell stories with your design!

  • Build a lasting business advantage.
  • Use storytelling to to convey your message.

 

Leading Your Way To New Momentum

Overcome obstacles and launch yourself to success!

  • Understand the threats your agency faces, and how to sidestep them.
  • Learn to build a lasting competitive business advantage.

Magazine Media Tells & Sells

Print magazine advertising isn’t dead - learn how to implement it for a successful strategy!

  • Understand the research behind a successful print magazine campaign.
  • Gain a clear understanding of what returns you should expect.
  • Develop key brand characteristics that increase return.

 

A Human-Centered Talent Strategy

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.

 

How To Predict The Future

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.

Don’t Be Left Behind in Mobile

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.

 

The $20T Misunderstood Consumer

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.

Understanding & Leveraging Intellectual Property

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 Legal & Regulatory Environment

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.

 

Becoming a Highly Profitable Agency

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 Importance of SEO & PPC

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.

 

C-Suite Series: Building a Focused Business Plan

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.

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

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.

 

Develop Talent for Max Value

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.

 

Social Media Dynamics

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.

The Must Know On Social Media

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.

 

In’s and Out’s of Content Marketing

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.

Implementing A Parent Support Approach

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.

 

Building Rapport with Clients

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.

 

The 'Why' of the Working Mom

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.

 

Analytics, Measurement & Optimization

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.

 

Key Mistakes with Agency Contracts

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.

Strategies for Selling Your Agency

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.

 

Digital Optimization to the Next Level

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.

 

Current and Future Possibilities with AR/VR

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.

Behavioral Economics & Creativity

Learn how behavioral economics can help to define marketing problems!

  • Understand how behavioral economics and creativity work together.
  • Learn the five steps to change behavior.
  • Gain insight from successful real-world examples.

 

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

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. 

Preventing Discrimination and Harassment in the Creative Workplace Webinar

Surveys show that over 50% of women in advertising report experiencing sexual harassment.

Do you know how to handle complaints and allegations? Are your policies and procedures up-to-date? Are you creating a safe environment for all your employees so that you can attract and retain a diverse workforce that feels respected and included?

This webinar will review the relevant laws and definitions governing workplace discrimination and harassment, clarify the obligations of management and supervisors, review case studies, and discuss how these laws and obligations intersect in the context of a creative work environment.

  • What constitutes discrimination and harassment?

  • What is a hostile work environment?

  • When does bullying cross the line into illegal harassment?

  • What are the obligations of management and supervisors to recognize and prevent harassment?

  • What steps can your company take to prevent harassment and help create a safe work environment?

  • What’s the first thing to do on receipt of a complaint?