Account Management

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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?

 

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

 

Coffee Break Series for Account Management

4A's Members: $895  (Login with your 4A's Profile for Member Discount) / Non Members: $1,195

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

Coffee Break Video Series: Managing My Everyday Work

 4A's Members: $325 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $425

Managing your day-to-day workload and keeping your clients informed along the way is not an easy task, to say the least. Yet it’s one of the most critical skill areas needed in order to be an effective account or project manager. 

Managing My Everyday Work is a four-part microlearning course designed to develop and enhance your workflow management and client communication 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

  • How to plan and conduct a productive meeting

  • How to keep clients informed about projects without making extra work for you

  • What to do when something goes wrong on a client project

  • Time management tips and techniques for working more efficiently

Coffee Break Video Series: Bringing New Ideas to Clients

4A's Members: $325 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $425

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: Managing the Client Relationship

4A's Members: $325 (Login with your 4A's Profile for Member Discount) / Non-4A's Members: $425

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

How to Manage the People Who Don’t Report to You

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

Learn to lead across departments!

  • Master the development of mutually beneficial cross-department relationships.

  • Understand how to avoid leadership pitfalls when working with other teams.

  • Discover how to communicate effectively with direct reports.

Develop a Strategy to Leading Your Client

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

Think ahead, lead your team, and make clients happy!

  • Understand what clients want, and how you can lead your team to deliver expanded, more profitable ideas.

  • Learn what’s expected of every high-performing account leader.

  • Discover how to capture the insights that matter.

3 Steps to Learn How to Innovate

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

Create innovative solutions to position your clients as disruptors!

  • Use customer and technology insights to discover opportunities for innovation.

  • Develop an effective Client Innovative Workshop.

  • Turn innovation into new scopes of work!

Cross-Selling Agency Services: How to Introduce New Ideas and Initiatives and Move Clients to “Yes!”

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

Market your brilliant ideas and get your clients on board!

  • Recognize different levels of client need

  • Communicate the value of your idea with tangible benefits

  • Keep a client committed for the long-haul


Understanding Chemistry with Clients

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

Do you have strong client relationships? In our world, chemistry is everything.

  • Discover why a good personal chemistry is critical to agency-client relationships.

  • Uncover the different personality profiles and how to identify them.

  • Modify behavior to improve relationships and create lifelong clients.

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.