Engaging the Community
During 2012, 4A's staff visited more than 250 member agencies to brief teams on the latest industry developments and to get feedback meant to ensure ongoing relevance of 4A's programs, services and benefits.
The 4A's also engaged hundreds of agencies at local events in cities across the country. From CEO Forums to creative awards shows, training seminars to senior management dinners, 4A's member agencies collaborated to build stronger communities, train staff, attract diverse talent and prepare for the future. Highlights are:
The Philadelphia Council's "Dead Work Awards" Creative Show brought the Philadelphia creative community together to celebrate great ideas that never saw the light of day. Speaker Mike Byrne, ECD, Anomaly, NY, a native Philadelphian, headlined a slate of judges.
At its second annual Agency Transformation event, the New York State Council hosted Lori Senecal, CEO at KBS+ along with John Moore, Chief Media Officer and Keith Lusby, Media Director at Mullen's Media Hub, Boston to discuss "Transforming Agencies, People and Channels."
The ADvantage Dallas program sponsored by the Dallas Council focused on promoting Dallas-based agencies to five national agency search consultants.
The Chicago Council met several of its objectives designed to attract and retain best in class talent to the market. This included launching quarterly subject-specific roundtable discussions focused on talent, PR, and creative; hosting an intern welcome event and speaker series for incoming talent; negotiating discounted daycare; and organizing major annual fundraising efforts for the oldest Boys and Girls Club in Chicago that raised a record $500,000 last year.
The Western regional meeting was especially successful, with more than 10 agencies represented.
As the advertising industry continues to morph, demand for relevant, affordable, accessible staff education is ever increasing. Simultaneously, while management skills training is always needed, in many cases our content emphasis has shifted toward leadership skills in the quest to help members add even greater value to client relationships through development of more innovative products and services.
In 2012, the 4A's training and development offerings expanded via three primary delivery formats: webinars, full-day seminars, and multi-week evening training programs. More than 2,000 people participated in 20 hour-long webinars ranging from progressive agency business models and emerging revenue streams to how to write a creative brief and communications planning.
The 4A's also offered 48 full-day seminars to approximately 1,700 participants. Digital Strategy, Leadership Skills, New Business Pitch Strategy and Project Management were especially popular.
Additionally, seven multi-week Institute of Advanced Advertising Studies (IAAS) programs were presented in Philadelphia, New York, Boston, Atlanta, Chicago, Minneapolis, San Francisco and Los Angeles last year. Targeted to students with less than three years of advertising experience, these IAAS programs build advertising leaders through team-based, hands-on, case study centric new business pitch assignments. For agencies not located in one of these markets, the 4A's held its second annual Virtual Institute of Advanced Advertising Studies with 39 attendees featuring Axe Shower Gel. A total of 326 students attended the eight IAAS programs.