Training and professional development are increasingly becoming an integral part of the value that the 4A’s offers to our members. As “digital” continues to affect all aspects of our business, the 4A’s is looking to develop online content that will keep our member agencies updated on the latest media technologies and advertising innovations.
The 4A’s is also focused on improving the overall quality and consistency of training through the development of a certification model. In early stages of development, this model will offer members the opportunity to enhance their soft skills, both online and through residential training. It will be designed to fit the needs of industry professionals across multiple disciplines and various professional levels.
While training is important, we also know it is equally important to recruit and develop the right talent for the industry. The 4A’s is continuing to work with Howard University’s John H. Johnson School of Communication to develop a Center for Excellence in Advertising. The Center will have a four-fold mission:
- To provide professional development, leadership training and resources to increase and strengthen the impact of individuals of color in middle- and senior-level management across all disciplines in advertising
- To provide the advertising industry with research, analysis, strategic and tactical consulting, and policy input to attain diversity and inclusion goals and objectives
- To benchmark best practices and solutions to increase the quantity and quality of persons of color in the industry
- To increase the retention and management-promotion opportunities for people of color.
The 4A’s is also developing a new program with Virginia Commonwealth University’s BrandCenter that will focus on developing the management skills of mid-level account managers. Our target date for launching this program is summer of 2009.