4 Item(s)

per page

C-Suite Series: Building Your Personal Wealth

Before you sit down to make a long-range agency plan, your personal plan needs to be in place.

What Will You Learn

  • How to create realistic finance goals for yourself

  • How to build a financial plan

  • How to measure financial success

  • How to gain personal wealth from your agency

Who Should Attend

  • C-level executives including agency owners, CEOs, and principals


  • 60 minutes

Course Description

Most agency owners will generate personal wealth from their agency — whether it’s through salary, deferred compensation, perks or ultimately selling out. In this course, Sam Williams and Jim Upson of Green Consultancy will walk you through a number of examples that will shed insight into how achievable your plan can be.

About the Thought Leader

Green Consultancy

  Sam Williams and Jim Upson of Green Consultancy have more than 70 years of collective agency experience
  as owners, CFOs, COOs and managing partners. We have an additional 10-plus years of CPA experience,
  performing audits and creating personal financial plans for our clients. We’ve seen all the highs and lows.
  And yes, we both walked away from our agencies after achieving our personal financial goals.


Becoming a Great Manager

It’s an exciting time when you first become a manager. But all too often in our industry, we give people the title and just expect them to be great at it. The truth is people don’t magically become great managers – it takes focus, skill and training. During this highly interactive one-day course, we will review core strategies and tools for all aspects of management – from delegation and communication to motivation and influence. This course is ideal for employees who are newly promoted into managerial roles or those who have been managers for less than seven years.

What You Will Learn
  • In the course, participants will learn modern and effective strategies, models and tools that they can use to immediately improve their skills in each area

Executive Leadership Program, March 3-5 | New York

Pricing: Members ($2250) Non-Members ($2,650)


Research conducted by Harvard University found that about half of those who move into leadership positions fail.  The 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. For a sneak peek at the Shele House simulation, click here.


Who Should Attend?

Target attendees include new office CEO’s, COO’s, client service directors, major account directors, creative directors, and high-potential department heads. The ALS is also an invaluable learning experience for those being considered to eventually succeed current agency leaders.


Agenda & Additional Information

The 4A’s Executive Leadership Program will be held March 3-5, 2020. View Agenda.


5 Bryant Park, 16th Floor
1065 Avenue of the Americas
New York, NY 10018


About Facilitator
Click here to read more about the facilitator, Ed Baron.


For any questions about the program contact: learningsupport@4as.org

Launch for Leaders, February 3-4, | New York

 Address: 1065 Avenue of the Americas, 16th Floor, New York, NY 10018

 Time: 8:30 am - 5:00 pm (Breakfast and lunch will be provided)

 Members ($1,950) | Non-Members($2,500)


The Launch for Leaders program was developed for agency professionals to learn skills to become future agency leaders. The objective is to provide learning based on the premise that creativity, profitability, and growth are fueled by effective leadership. The 2-day workshop is led by a highly-regarded industry facilitator, Mark Strong.

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