The 4A's Agency Relations and Membership team is responsible for keeping our 750+ member agencies connected to 4A's information and activities in the most relevant possible way. From updating members on industry initiatives to matching them to the right committees; getting members a seat on a local council board to visiting our agency partners; the ARM team is constantly seeking out ways to increase the value of 4A's membership.
In 2013, the 4A's team visited more than 250 member agencies, facilitated over 60 local council board meetings, and participated in 22 CEO Forum discussions. We also partnered with our members to create a number of unique programs tailored to meet the needs of individual markets across the country.
The New England Council sponsored two "Advertising Agency Diversity Day" events in Boston showcasing the agency business to multicultural university students. Seventy-five students from Emerson College and Boston University attended full-day Saturday sessions at A&G and Jack Morton agencies.
The 4A's partnered with San Francisco law firm Coblentz Patch Duffy & Bass on the Brilliant By Noon
leadership speaking event that attracted 90 C-level executives.
Chicago 4A's agencies collaborated with Choose Chicago
, the Chicago tourism group, on its first ever marketing campaign to promote the city and brand it in a way that would enhance talent acquisition efforts. Chicago agencies also pooled resources to create an informational website for summer interns that would enhance the experience of living in Chicago, along with training events, a resume workshop and a Facebook page.
The Atlanta Council reprised its annual senior management dinner in partnership with Google, featuring Abigail Posner, Head of Strategic Planning, Agency Development at Google, as the evening keynote speaker. Training and Education
4A's Training and Education initiatives help 4A's member agencies supplement their own in-house training efforts. While the subject matter range is wide, the emphasis is on relationship and leadership skills that companies don't always make time to teach: from managing direct reports to mentoring, presentation skills to negotiation tactics. Our ever-evolving program content is based on member input and feedback.
In 2013, the 4A's training and development offerings included three delivery formats: webinars, full-day seminars and multi-day training programs. Our highly popular webinar program doubled with more than 3,600 people participating in 36 hour-long programs featuring everything from Measuring Social Engagement to Selling Creative Work
, Metrics & Analytics
to Progressive Agency Business Models
The 4A's also offered 51 full-day seminars in 23 markets. Digital Strategy, Leadership Skills, New Business Pitch Strategy and Project Management were especially popular.
In addition, nine multi-week Institute of Advanced Advertising Studies
(IAAS) programs were presented in Dallas, Philadelphia, New York, Boston, Atlanta, Chicago, Minneapolis, San Francisco and Los Angeles, with a program in Kansas City planned in 2014. Targeted to students with less than three years of advertising experience, these IAAS programs build advertising leaders through team-based, handson, case study-centric new business pitch assignments.
The New York-based three-day Executive Leadership Program
for newly promoted agency principles exploded in popularity, with twice annual sessions regularly exceeding capacity.