Dozens of publications.
Most available nowhere else.
Many free or discounted for 4A’s Members.

Creative Thinking

Today’s competitive environment essentially requires that everyone be a more creative thinker. Developing creative skills is not just for members of the creative team; anyone can learn to make their brain more fluent in producing new ideas. This highly interactive workshop introduces participants to techniques — based on the latest research in brain science — for developing and evaluating all kinds of ideas, for any department, in groups or individually.

Participants learn how to reframe problems to challenge assumptions and reveal new possibilities; how to evaluate new ideas to see which are most likely to be productive; and how to collaborate more effectively with colleagues in order to develop the best ideas.

Strategic Thinking

The Strategic Thinking workshop teaches a methodology for developing and evaluating ideas that deliver specific business goals. It defines a process for how to think strategically about the client’s objectives, devise and evaluate alternatives, make hard choices, and align tactics. It’s also an update on some of the latest strategy models being applied in business today.

Agency Financial Stewardship (aka, Show Me The Money)

Too often, agency people are brilliant in their disciplines, but less familiar with the financial realities of the business. But it’s how client work is managed that determines whether an account will yield its anticipated profit, no matter what the compensation agreement says.

In this workshop, participants will learn how an agency makes and loses money, how to protect the agency’s financial interests with clients, and how to increase income on existing accounts. They’ll understand why money write-offs are so much more damaging than time write-offs, why both should be avoided, and why keeping accurate time records is so vital.

Client Leadership

Account managers must lead their clients, not merely service them. This session — one of our most requested workshops — helps account managers and other client-facing specialists spend their time most effectively and productively as account leaders and to embrace this role — to show them how to be true marketing partners with clients.

Strategic Business Leadership Master Class

To be successful in today’s rapidly changing and competitive world – with more demanding clients, the shift to increasingly more project work, and what always feels like less time/money-business leaders must increasingly become more agile and strategic.

This highly interactive, one day course is for anyone in Account Management roles and covers critical topics relating to mastering the business, the client, the creative output, and the people who make it all happen.


4A’s DOT Native Digital Learning Center
Providing You With the Tools You Need to Compete in the Digital World

Accelerate your digital expertise with the 4A’s Dot Native Digital Learning Center interactive eLearning platform. Learn the core digital knowledge today’s agency employees need to know.

What is it all about?

The 4A’s Dot Native Digital Learning Center is an e-learning resource that allows you to learn in your own time and at your own pace. Short interactive courses, presented by expert tutors, plus access to hundreds of hours of insights, talks and deep dives from industry leaders are guaranteed to power up your digital know-how. Impress your clients, feel confident in digital meetings, and get the knowledge you need to better learn on the job and grow your career. Learners will have access to over 30 hours of content across critical topics.

You’ll have access to Digital Marketing and Deep Dive Modules:

Foundations in Digital Marketing Modules
Foundation modules are designed to get you up to speed in the essentials of digital marketing. Each module starts with an introduction that gives you the facts and figures and an inspiring case study. When you complete a module and get 70% or higher, you will receive a badge that you can share on LinkedIn.

Complete all ten modules to get your Dot Native Certificate in Digital Marketing!

Short courses include:

  • Content Marketing
  • Social Media
  • Search Engine Management
  • Mobile Marketing
  • Customer Relationship Management (CRM)
  • Brand Marketing
  • Digital Ecosystem
  • Measurement and Analytics
  • Ad-Tech
  • Programmatic
Deep Dive Modules
A deeper dive into specific areas of the digital world. Developing on the knowledge learned in the foundation modules and giving you more advanced skills.

These modules are designed to keep you up to date with current hot topics in digital and provide you with in-depth knowledge in key areas to ensure you’re ahead of the game. Work your way through the classes, collecting badges for each time you pass a class with a score of 70% or more.

Courses include:

  • How to Drive Social Advocacy
  • Storytelling
  • Mobile Advertising
  • Omnichannel
  • Developing Influential Relationships
  • Digital PR in the West and in Asia
  • Digital Transformation
  • Digital Transformation in Asia
  • Email Marketing
  • Generating Leads with Content Marketing
  • Introduction to Attribution
  • Online Reputation Management
  • Performance Marketing
  • The Power of Programmatic
  • Website IA and Navigation

Full descriptions of all courses within the Digital Marketing and Deep Dive modules available here.

What else do you get:
  • Your own personal login to our online learning platform
  • Full support and customer service
  • Downloadable resources and tools
How much does it cost?
  • 4AS Member price – $250
  • Non-member price – $350

*Bulk discounts for 10+ licenses available on request.

How do I get this set up?

Simply click the buy now button and we will send you an email with your own personal login and support details within 24 hours.

You must be logged in to the 4A’s website to purchase.

MAIP Alumnifire Subscription

MAIP Alumnifire is a grassroots networking community for MAIP Alumni to engage with each other and the Advertising and Media Industry.

Agencies can interact with MAIP Alumni at all levels. Members can post jobs, invite the community to events in any market, post surveys and much more.

2015 Employee Compensation in 4As Agencies

The 2015 Employee Compensation final report, showing salaries as of May 30, 2015, has been published. The study includes salary data from agencies of all sizes, reflecting the responses of 291 member agency offices providing data on 33,130 salaries for 233 job titles in 19 job categories.

Principles and Best Practices for Diversity and Inclusion in Advertising Agencies

“Principles and Best Practices for Diversity and Inclusion in Advertising Agencies” was jointly developed by the Steering Committee and Diversity Advisory Board of Operation Success, the AAAA’s umbrella initiative that promotes diversity and inclusion at all levels of advertising agency and communications firms. Principles and Best Practices for Diversity and Inclusion in Advertising Agencies provides […]

Qualifications for 4As Membership

Requirements for association membership. Originally adopted in 1920. Last Updated August 2009.

4As Mission Statement

Explains the various areas in which the AAAA works to improve and strengthen the advertising agency business. Adopted September 1990.

Guide to Photo Retouching for the Advertising Professional

Written by members of the Print Management Committee, “Guide to Photo Retouching” contains information on terms and procedures involved in producing a precise printed image. With the help of vivid illustrations, the booklet describes art creation, budgeting and estimating, software and hardware, color, digital retouching, file formats and proofing.

4As Constitution and By-Laws

This is a statement issued by the AAAA Board of Directors that discusses objectives, membership, regions, dues, elections, meetings, and other pertinent information. Adopted 1917; most recently amended 2003.

Print Management For the Advertising Professional

This book describes step-by-step procedures involved in producing a print ad or print project, including vendor-client relationships and a summary of agency-specific responsibilities. It provides a concise explanation of the print production process and suggested safeguards.

Best Practices: Guidelines for Local Radio Media Audits

For many marketers, the investment that they make in media support for their brands is one of the most strategically important and financially significant elements of their business model. Given the importance of a marketer’s advertising activities, many advertisers want to ensure that their investment in media is properly calibrated, expertly managed and carefully monitored. […]

Advertising and The Law for the Advertising Professional

This booklet is intended to serve as an overview of legal issues relating to advertising. It is very broad in scope and does not attempt to describe all kinds of legal issues that may arise in the course of creating and placing advertising. It does, however, provide the general reader with a foundation of the […]

A Guide to 4As Research Services

This revised booklet gives an overview of 4A’s Research Services, formerly 4A’s Member Information Services, a division available only to 4A’s members. This booklet reveals the advantages of using Research Services, describes the types of information this division can provide, and explains how to use the service. It also updates the reader on AMIGO™ (Advertising, Marketing, Industry, Global—Online) […]

Best Practices: Guidelines for Local TV Media Audits

The media audit is an operational review that can help identify, and prevent in the future, sub-optimal practices, mistakes, inappropriate shortcuts or missed opportunities across the media advertising supply chain. This document serves to outline best practices for local television media audits for agencies, advertisers and media auditing companies. This title is part of the […]

Guide to Making Meaningful Use of Media for the Advertising Professional

All advertising and marketing professionals should have a basic understanding of how media operates. This is especially important as media services have either become unbundled from core agency operations, or assigned to independent organizations that focus exclusively on media strategy/planning and execution.This means that all marketing and creative professionals need a basic understanding of the […]

Understanding and Working with Government for the Advertising Professional

How do you secure a goverrnment contract? Who should you call in Washington or the states if you have a problem? What can you do to avoid a tax audit? You’ll find helpful answers to these real questions in this new publication. Linda Dove, senior vice president in the AAAA Washington office, has been working […]

2011 Television Production Cost Survey

The 4A’s Television Production Cost Survey includes reports and analysis of television commercial costs. The information reflects figures from 4A’s member agencies that submitted data on national commercials. Updated annually in the 3rd quarter.

Best Practices Guidelines for Digital Media Audits

  “Best Practices Guidelines for Digital Media Audits” is structured to provide advertisers with important information about the way digital media transactions are planned, negotiated and executed. The publication suggests industry best practices and recommends constructive steps that advertisers can and should take to ensure that their media investments are effectively and efficiently planned, purchased […]

The Competitive Edge

A commitment to talent, diversity and inclusion is a critical business imperative that keeps us relevant, strong and innovative in our rapidly moving world. For many years, the 4A’s has helped to lead the way by providing the thought leadership context by which industry leaders can have continued open dialogue on key diversity issues.  Diverse […]

Best Practices: Guidelines for National TV Buying and Stewardship Audits

For many marketers, the investment that they make in media support for their brands is one of the most strategically important and financially significant elements of their business model. Given the importance of a marketer’s advertising activities, many advertisers want to ensure that their investment in media is properly calibrated, expertly managed and carefully monitored. […]

Transitioning Agency Ownership

Written by agency veteran Jerry Germain, this book addresses the subject of transitioning agency ownership. It discusses the design of the process, the questions that must be answered and describe some of the available alternatives. It will provide some guidance on what to expect, what can and cannot be done by an individual and when […]

Advertising Agencies and Marketer Procurement Functions

In order to help AAAA members learn more about procurement’s role, strategies and tactics the AAAA asked Alan Krinsky and Steve Marcus to author a new Management Series publication about marketing procurement. “Advertising Agencies and Marketer Procurement Functions” describes procurement’s emerging role in agency compensation as well as agency search and selection. The book’s story […]

New Shoes: How Understanding Organizational Culture Improves the Performance of the Advertising Agency Industry

The 4A’s Management Series publication “New Shoes” by Lorraine Stewart Lockhart includes discussion related to the following aspects of organizational culture: How to think about organizational culture Core value systems Why culture is relevant to agencies and client marketers How distinctive culture can WOW clients and engage employees   What culture in Not! This publication […]

Key Principles for Structuring Compensation for Agency Executives

Executive compensation is a key issue in agencies and one with many potential pitfalls.  Many agencies learn compensation lessons the hard way, making mistakes that invariably negatively affect long-term business results.   Establishing effective compensation involves far more than simply asking “What do I need to pay?”  There is no one formulaic approach to executive […]