People Manager

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Launch For Leaders, Postponed | Chicago

Date: Postponed, 9am-5pm (Breakfast served at 8:30am) 

Location: 225 N. Michigan Avenue, Chicago, IL 60601

Pricing: Members ($1,950) Non-Member ($2,500) 

The Launch for Leaders program was developed for agency professionals to learn skills to become future agency leaders. The 2-day workshop's objective is to provide learning based on the premise that creativity, profitability, and growth are fueled by effective leadership. 


Program Focus:

The program centers around a proprietary case study about a fictional agency struggling with many of the decisions our leaders face every day. In addition, the participants take part in a DiSC Work Of Leaders assessment and debrief which covers the core principles of leadership including Crafting A Vision, Building  Alignment and Championing Execution. The Launch for Leaders agenda covers leadership development in four key areas:

  • Leading the Business: Understanding the roles and responsibilities of an effective leader, driving profitability, developing a broader perspective, establishing and executing strategic organizational priorities, and creating a motivating environment that supports great work.
  • Leading Growth: Participants will 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: Using a difficult client scenario from the case, we cover all aspects of client leadership from understanding clients, building and expanding relationships, leading clients forward, developing account optimization plans and selling transformational ideas.
  • Leading People: In this section, we cover critical people skills such as setting meaningful performance goals, providing effective feedback, collaboration, coaching for better results, dealing with difficult people, and handling conflict.



Through presentations, breakout sessions and discussions, participants will be exposed to the principles of effective agency leadership as well as different points of view, best practices and practical application of what they learn. Each participant will also leave with templates and drafts of the following:

1. An organic growth plan for a specific account

2. An account optimization plan

3. A personal profile to inform their leadership behaviors

4. A relationship map to expand their influence

5. A creative scorecard to drive better work

6. A client buying dossier to improve the likelihood of selling ideas/strategies/fees to clients.

7. A focused development plan for continued learning


Participant Profile:

  • Senior Supervisor to Group Director level across all departments
  • Managing a team
  • Interacting with senior-level clients
  • Employees with long-term potential at the agency

Mastering Management, May 13th | Follow Up Session June 8th | New York

Dates: May 13, Follow up session June 8

Times: 9 am - 5pm 

Location5 Bryant Park, New York, NY 10018 (4A's) 

Price: Members ($1,950) Non-Members ($2,250)


If you’re new to supervising or management, or you simply want to become a more effective manager, this training program is designed for you. Participants will learn specific methods for keeping the team on track and delegating effectively. The two-session structure of this program offers managers an opportunity to practice new skills and techniques between workshops, and then regroup to debrief on their individual experiences. 



What you will learn?

  • The difference between managing and leading people
  • Understanding how to motivate and inspire those who work for you
  • Delegating effectively and avoiding micromanagement
  • How to give corrective feedback and encourage initiative
  • Problem-solving with an action-oriented focus
  • How to create and maintain a performance-driven team
  • Communicating more effectively with direct reports, peers and senior management


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?


Stop Servicing, Start Leading Series: Managing Direct Reports

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

Learn how to manage your direct reports and effectively delegate!

  • Understand the best way to communicate with employees.

  • Discover the talent of your direct reports to delegate effectively.

  • Uncover how to motivate your direct reports.

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.