Bookstore

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

Coaching Your Team To Success

Learn how to coach your direct reports, not just direct them, for ultimate success.

Mastering Tricky Conversations and Giving Feedback

Learn how to get and keep the support of others to build stronger relationships and increase engagement and commitment.

ESSENTIAL PRESENTATION SKILLS

Manage anxiety, master delivery, and captivate your audience through a compelling and memorable message that drives business results. You speak volumes – even before you’ve said a single word. From the way you use your hands, eyes and mouth to the way you give pause, pace and pitch to your voice, you are constantly broadcasting how you really feel – as well as how your audience should feel about you and your organization.

Present to Connect: Audience Engagement Skills for Every Speaker

Successful presenters can read the room, engage the audience, master difficult Q&A, and create a dialogue rather than a monologue. If you’ve ever spoken to an audience who would clearly rather be somewhere else, this session will provide you with the competence and confidence to engage. Whether you are facing a distracted or hostile group, […]

Platform Skills for Presenting with Power, Persuasion, and Professionalism

Your confidence, competence and credibility show up every time you present to an audience — so make them count!

Structuring a Presentation that Informs, Engages and Sells

Structure your presentation to speak to your listeners’ heads, hearts and guts, no matter the topic, and get to the point without getting lost.

Creating Audience Engagement for an Online Presentation, Learning or Meeting

Presenting online doesn’t have to be an excuse for your listeners to multitask if you know the tips, tools and techniques to keeping virtual audiences actively engaged.

Driving Creativity & Collaboration in a High-Trust Environment

Without trust, teams won’t cooperate, creativity is stifled and effectiveness erodes. Learn to create a high-trust environment, one that fosters respect, collaboration and results.

The Art of Tough Conversations

Difficult conversations aren’t always easy, yet they are a crucial part of leadership. Learn to deliver timely and constructive feedback with greater ease. Being able to effectively address a challenging topic is a vital leadership skill for any employee, especially those who regularly provide feedback to others. This workshop will teach you how to plan and initiate difficult conversations, techniques to recognize and avoid shut-down triggers, and tactics to use if a conversation has gone south.Plus, you’ll have the opportunity to practice using constructive feedback techniques to help develop your skills.

Taming Judgment and Bias in the Workplace

Unconscious bias is a quick and often inaccurate judgment of others and, left untamed, has the potential to disrupt decision making, communication and creative collaboration. At its most basic, unconscious bias is the decisions that we make every day on a subconscious level, based on limited facts and our personal experiences. People can be biased about most anything — not just gender, skin color, or age, but also things like communication style, where you live or where you went to college. It tends to override logical thinking and leads us to make reactionary decisions with less thought. This has a critical impact not only on hiring and retaining employees, but also on collaboration, innovation and results.

Digging For Customer Insights

At the foundation of every successful advertising campaign is a consumer insight — an emotional expression of an unmet need or want that’s not obvious but prompts an “AHA!” when identified.
While marketing strategists often spend a great deal of time developing crystal-clear consumer insights, those insights are sometimes lost when translated into messaging.

Fresh Approaches to Qualitative Research

When embarking on a qualitative research project, the outcome needs to be worth the investment. While we all agree with this in theory, truly actionable and insight-driven research can be hard to achieve. Marketers and advertisers alike need to fully understand, critically evaluate, and use the results of research techniques to make innovative strategic and marketing decisions. This course will teach you how to glean practical insights from the analysis and present those insights as actionable recommendations.

The Best in Campaign Briefs

The campaign brief is the cornerstone of any customer-centric B2B or B2C marketing effort. It’s where the marketing objective, target audience, customer insight, messaging, metrics and channel approach come together in one key document that everyone will read and that will keep them on track. But let’s be honest: writing a brief isn’t easy! And writing a brief brief (pun intended) is even harder.

Is Your Campaign Strategy Sound?

With the explosion of channel choices and ever-increasing demands on consumers’ time and attention, agencies need to be even more diligent in setting sound, intelligent campaign strategies for their clients.

Since intimate knowledge of their products and/or services makes it harder for clients to focus on who may actually want to buy, agency talent must champion the voice of the customer to ensure the strategies will translate into messaging the customer will hear.

The Five Deadly Sins of Presenting Creative Work

If you want to sell more work and win more new business pitches, you’ll need to avoid committing the Five Deadly Sins of Presenting: Blurting, Ad Whispering, Wanderlust, Telepathy and Impalement. In this two-day workshop, veteran global creative director Kerry Feuerman will show you how. You’ll learn how to overcome nervousness, engage an audience, build trust quickly, and present ideas clearly, concisely, and convincingly. Kerry has sold over a billion dollars worth of work around the world for agencies like TBWAChiatDay, Fallon and The Martin Agency. His real-world approach goes far beyond typical presentation skills training. This is a crash course in what it takes to go from presenting to producing.

Finding Your Leadership X Factor

All great leaders evolved from great managers – but not every great manager becomes a great leader.

In this highly interactive one day course, participants will learn what their leadership style is and how to best apply that to their work. We’ll cover all the key skills of leading, from the practical, tangible aspects to the elusive ”X factor” that are the hallmark of truly great leaders. This course is ideal for mid-level employees who are on the cusp of moving into leadership roles or who have been in leadership roles for less than five years.

Becoming A Great Manager

It’s an exciting time when you first become a manager. But all too often in our industry, we give people the title and just expect them to be great at it. The truth is people don’t magically become great managers – it takes focus, skill and training.

During this highly interactive one-day course, we will review core strategies and tools for all aspects of management – from delegation and communication to motivation and influence. This course is ideal for employees who are newly promoted into managerial roles or those who have been managers for less than seven years.

Presenting To Persuade

It doesn’t matter how great a strategy or idea is if it’s not presented in a way that’s both clear and compelling. All too often we don’t pay enough attention to how we present even though it’s one of the most crucial skills in our business.

In this highly interactive one-day course, you will review and apply strategies to optimize all components of successful presentation development and delivery. This course is for any level of employee who develops and delivers presentations internally/externally.

Business Writing

We write proposals, reports, plans, creative briefs, emails and PowerPoint presentations every day. Almost every one of these messages is intended, directly or indirectly, to persuade someone to move toward “yes.”

Effective writing doesn’t come naturally to everyone. But everyone can follow simple guidelines to make their writing more persuasive. In this workshop, participants will practice what they’re learning with short writing exercises they share with the group.

Embracing The Art Of Selling

In advertising, we don’t like to use the word sales. We’ll call it “organic growth”, “business development” or “presentation.” Yet the greatest tragedy in our business are all the amazing strategies and ideas that die not because the client didn’t buy them – but because we failed to sell them. And every time we fail to sell it hurts both profit margin and portfolios, and ultimately your compensation.

In this highly interactive one-day course, you’ll learn the full art of selling great work. This course is ideal for mid to senior-level employees across departments who sell to internal/external audiences.

Presentation Skills & Business Storytelling

The very best way for people to learn persuasive presentation skills is not to listen, watch and try to emulate, but to practice. In this intense but friendly workshop, participants get a chance to try out what they’re learning in front of the group, with live feedback, in a supportive environment. Each person will make several mini-presentations as they develop their personal style, practice new techniques and learn first-hand what others respond to best about his or her natural style.

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.

DOT NATIVE DIGITAL LEARNING CENTER

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.