What are NFTs and How Can Advertising Agencies “Cash In?”

Thursday, July 15, 2021, 3:00 PM – 4:15 PM ET

NFTs have seemingly come from nowhere to become a must-have for all brands. Described as a “slam dunk,” powerful brands across the world, including Taco Bell, Charmin and Kellogg’s, are all getting in on the action. Come up to speed and learn the basics behind the crypto economy, current implementations and the legal issues that are fast arising.


Brian HeidelbergerBrian Heidleberger
Chair, Advertising, Marketing and Promotions,
Loeb & Loeb LLP
Melanie HowardMelanie Howard
Chair, Intellectual Property Protection; Chair, Luxury Brands; Deputy Chair, Advanced Media and Technology,
Loeb & Loeb LLP
Idara UdofiaIdara Udofia
Advanced Media and Technology,
Loeb & Loeb LLP


The topics that will be covered include:



Reinvigorate Your Profitability by Reimagining Your Revenue Model

Tim Williams  Presented by Tim Williams of Ignition Consulting Group for 4As

In these three game-changing online workshops exclusively for 4As members, we’ll look at how progressive agencies around the world have completely reframed their approach to agency compensation, resulting in higher margins, more diversified revenue streams and higher trust levels in agency-client relationships.

This series is presented by Tim Williams, one of the leading voices in the pricing revolution in the agency business.  As a career agency professional and founder of Ignition Consulting Group, Tim consults with firms around the world in the areas of pricing and business strategy.  As a presenter and consultant, Tim has worked with hundreds of agencies ranging from leading independents to multinational agency networks in the U.S., Canada, Europe, Asia, and Australia, including agencies from all of the top five holding companies.

Each Webinar – $20

Non Members
Each Webinar – $225

Why and How to Offer Options: A Powerful Short-Cut to Pricing Success

Recorded April 14, 2021 

Join Tim Williams as he shows how to present your clients not just a standard “take-it-or-leave-it price but multiple ways your client can choose to engage with you. You’ll learn how showing different combinations of program elements and deliverables keeps the remuneration discussion focused on what clients really buy: outputs and deliverables, not hours and activities.

Seven Ways Agencies Can Diversify Their Revenue Streams

Recorded April 28, 2021

Join Tim Williams as he shows how to trade your agency’s rate card for the concept of a “pricing stack” – a variety of ways you can get paid for the value you create instead of the hours you work. This also has the effect of diversifying your revenue streams, which has the potential to produce healthier profits now and in the years to come.

As Publicis Groupe’s Global Client Commercial Finance Director, Ed helps teams servicing the agency’s largest clients navigate the commercial and financial complexities that arise from global, multi-capability relationships. Ed’s group specifically focuses on driving profitable growth across the group’s global client portfolio through improved pricing and negotiation strategy, efficient use of internal resources, and contract development. Prior to this position, Ed served Publicis Health in multiple roles including leader of their global client finance team and CFO for several agencies in the creative and media spaces.

Ed Ellis     Ed Ellis, Global Client Commercial Finance Director, Publicis Groupe

Bringing Pricing Transformation to Life: The Value Council

Recorded May 12, 2021

Join Tim Williams as he shows how your firm bring new pricing strategies to life by establishing a Value Council – a small interdisciplinary group of senior executives in your agency charged with making pricing (not costing) a core competency of the firm.