Account(able) Leadership

The next cohort starts on February 4. Click here to register

Overview: Account(able) Leadership equips Account leads to evolve from reactive managers into proactive, strategic drivers of value for client & agency. Each 2-hour live session tackles two distinct pathways for growth, with hands-on activities, small group breakouts, and large group discussion. The work is applied to real-world clients/teams, for immediate application and sticky learning. AND, we’ll have some fun.

Learning Objectives:

Elevate and reframe the Account discipline as a driver of value: cultivating growth, influencing creativity, and leading high-performing relationships
Use and application of AI and other practical tools/frameworks to build business acumen, drive impact, strategic influence, and proactive habits
Enhance performance, accountability, confidence, and job satisfaction through focused clarity and monitoring of measurable client and agency impact.

Format

Live Workshop (Virtual)

Duration

Three 2-hour Sessions

Audience

Program is ideally suited for Sr. Acct Managers, Acct Supervisors, Acct Directors

Pricing

$799 per participant | 4As members 20% off

Included in the 4As Training Subscription Plan

Program Agenda

Align for Strategic Value Drivers: Explore how to add value beyond communication and execution by aligning their role with strategic value drivers.

Lead High-Performing Relationships: Strengthen client and internal partnerships by building empathy, trust, and more intentional collaboration.

Influencing Creativity: Reinforce how contributing to creative briefs enhances ones’ ability to evaluate and provide a strategic point of view on creative work.

Build Business Acumen: Utilize an MBA-modeled framework to enhance business knowledge and strengthen participation in strategic planning to better partner with clients and internal teams.

Spot & Frame Growth Opportunities: Apply business context to identify key challenges and reframe them as strategic growth opportunities tied to measurable business goals.

Lead Proactively: Explore the impacts (both internally and with clients) of reactivity versus proactivity and the ability to drive value with an eye on what’s next.

February cohort

Session 1: February 4, 3:00 - 5:00 pm ET

Session 2: February 11, 3:00 - 5:00 pm ET

Session 3: February 18, 3:00 - 5:00 pm ET

Click here to register.

April 2026 cohort

September 2026 cohort

November 2026 cohort

Meet the Facilitator

Lori Bartle

Lori Bartle is a seasoned agency professional whose career spans nearly every corner of the industry. With a rare blend of agency-side, client-side, and media experience, she brings a comprehensive and uniquely insightful perspective that has shaped her reputation as a transformative account and agency leader.

With an MBA and a relentless focus on the client’s business, Lori has built long-term, high-performing partnerships with national and international brands across travel, entertainment, wine, education, and beyond. As President and CMO of leading independent agencies, she was a long-time member and board member of Worldwide Partners Inc. until stepping away from day-to-day agency life in early 2023.

Today, Lori channels her expertise as an agency advisor and collaborator, partnering with agencies to transform the Account discipline into a driver of strategic clarity, business impact, and proactive, accountable leadership. Her first book, The Agency Within Us, outlines the mindset and models behind this evolution.