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

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

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

Central Region | Laurie Stearn, lstearn@4as.org | Minneapolis & Chicago (coming soon!)

Southern Region | Greg Walker, gwalker@4as.org | Atlanta & Dallas

Eastern Region Harley Griffiths, harley@4as.orgNew EnglandPhiladelphia & New York City

Western Region Jerry McGee, jmcgee@4as.orgSouthern California Northern California


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 

  • Creative Brainstorming & Development

  • Strategy Review

  • Social, Branded Content and Experiential 

  • Search, Mobile & Emerging Media 

  • Creative Review

  • Storytelling & New Business Pitching


IAAS Agency Alumni


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Northern California Institute of Advanced Advertising Studies (Feb 15-May 15)

Dates: February 19 - May 26, 2019

Time: 6:30pm - 8:30pm

2019 Client | DripDrop


 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 in the San Francisco Bay Area are IAAS graduates. The 4A’s Northern California Institute of Advanced Advertising Studies (IAAS) is the perfect vehicle for your next generation of advertising leaders to learn the ins and outs of the advertising industry.  The program opens with overviews of marketing strategy, creativity and client expectations, and then follows the path of preparing for a new business pitch. Topics covered include:

Topics Include: 

  • Planning and Strategy
  • Brief Development
  • Media Planning and Strategy
  • Earned media and Public Relations
  • Mobile and Social Media
  • Idea Generation and Creative Development
  • Presentation Skills

Best of all, students develop their skills by working on an actual client assignment in a team environment. The faculty, judges and mentors, recruited from leading agencies, are all seasoned veterans from their organizations.

New York Institute of Advanced Advertising Studies (Jan 30 - Apr 24)

4A's Members: $1,800 per person 

(Login with your 4A's Profile for Member Discount)

Non-4A's Members: $2,450 per person

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 to train the brightest, young industry professionals. We recruit faculty, judges, and mentors from leading agencies and brands to deliver our course curriculum. Participants will be given an actual client assignment, form “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. Classes begin at 6 PM and conclude at 9 PM.

New England Institute of Advanced Advertising Studies (Jan 25 - Apr 12)

Dates: January 25 - April 12, 2019 | Time: 6pm-8:30pm EST

Location: Hill Holliday
                 53 State St
                 Boston, MA 02109-3000


The IAAS New England is the perfect vehicle for your next generation of agency leaders to learn the ins and outs of the advertising business.  While receiving weekly instruction in virtually all agency disciplines, students also work on a new business pitch to a real client. The program will begin Friday January 25, 2019 through Friday, April 12, 2019. Weekly sessions are normally scheduled Monday evenings from 6:00 – 8:30 pm at Hill Holliday. Find out more about how we use your account info. Connect with us via email eventhelp@aaaa.org OR phone 212-682-2500.

Dallas Institute of Advanced Advertising Studies (Jan 23 - Apr 3)

2019 Client | Frisco Rough Riders


The 4A’s Institute for 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. The 4A’s Dallas Council Institute for Advanced Advertising Studies (IAAS) is the perfect vehicle for your next generation of advertising leaders to learn the ins and outs of the advertising industry. The program opens with overviews of marketing strategy, creativity and client expectations, and then follows the path of preparing for a new business pitch. Southern Methodist University – Temerlin Advertising Institute (TAI) has decided to continue its special offer to award three (3) credit hours to students, who graduate from IAAS Dallas Council. SPECIAL OPTION: IAAS CERTIFICATE + SMU GRADUATE CREDIT Through a special arrangement between 4A's Dallas Council and the Temerlin Advertising Institute (TAI) at SMU, IAAS 2019 students who successfully complete the program have the option of being awarded three (3) credit hours at the graduate level from SMU.

  • Students can get the credit hours immediately after graduation from IAAS 2019 or can take advantage of this unique benefit within one year of completing IAAS 2019. Instead of paying the full tuition and fees of $4,014 for the three (3) graduate credit hours, IAAS 2019 graduates will only pay a one-time fee of $500 — a savings of over $3,500.
  • IAAS 2019 students who take advantage of this unique benefit can choose to apply those graduate credit hours to TAI's Strategic Advertising Specialist Graduate Certificate or to the Master of Arts in Advertising graduate degree at SMU.