Institute of Advanced Advertising Studies

Do you want to gain a competitive edge in the advertising industry? Are you ready to contribute more to your agency’s success?

Designed for promising agency professionals with 2-5 years of experience across all disciplines – creative, media, research, planning, account management, public relations, direct marketing, digital, social and mobile – the 4A’s Institute of Advanced Advertising Studies (IAAS) program has trained some of the best and brightest industry professionals in the business. In fact, many of today’s top agency executives are IAAS graduates.

HOW DOES IT WORK?

  • With a comprehensive, incremental 12-to-14 week long course of studies, the IAAS recruits faculty, judges, and mentors from leading area agencies, as well as outside the marketplace, to deliver cutting-edge instruction and substantive assessment
  • Participants will be given an actual client assignment, form their own “mini-agencies,” and develop a total advertising program
  • Teams compete by “presenting” their work to the “client

IAAS programs are operated throughout the United States in 8 markets: Atlanta, Dallas, New England, Philadelphia, California, Chicago, Minneapolis, and New York. 


4A’s Institute of Advanced Advertising Studies (IAAS) Regional Contacts

If you have a questions for a specific region, see below for the regional contacts who can share more information with you. 

  • Atlanta & Dallas | Greg Walker, gwalker@4as.org
  • New England & Philadelphia | Harley Griffiths, harley@4as.org
  • California | Jerry McGee, jmcgee@4as.org
  • Chicago & Minneapolis | Laurie Stern, lstearn@4as.org
  • New York City | Jessalin Lam, JLam@4as.org / Registration is now open.

Workshop Content

The workshop content may change and below is a sample of what it could look like for evening sessions hosted at agencies in the specific region. 

  • Client Briefing

  • Research & Project Management

  • Paid Media and Communications Planning (Traditional/Digital, Programmatic, Path)

  • Creative Brainstorming & Development

  • Campaign Planning 1:1 (Strategy Review)

  • Social, Branded Content and Experiential 

  • Search, Mobile & Emerging Media (Media & Creative)

  • Creative Review

  • Storytelling & New Business Pitching


IAAS Alumni Include


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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