< Return to Member Resource Guides

Resource Guide:

Business Leadership (Account Management)

The 4A’s works to advance the craft of Business Leadership and champion the strategic value that Account Managers provide as essential business partners to both agencies and clients. We work to establish the gold standard for excellence at all levels in our member agencies and the corresponding skills, knowledge, characteristics and responsibilities that are required.A major component of that mission in the 21st century is anticipating and adapting our standards to the ever-evolving requirements needed for Account Managers to lead client business and their agencies into the future, be it templates or tools or training programs.

Make sure to log in to access the information below.

Latest in Business Leadership

What It Means to Be An Account Leader in 2020

Matt Stiker, former president of agency Garrand Moehlenkamp and member of the 4A’s Business Leadership Committee, on the critical role of account leaders in the agencies of tomorrow.

Account Management Is Here to Stay

Angela Johnson, US Client Development Officer of the Dentsu Aegis Network and chair of the 4A’s Business Leadership Committee, on why client partnership and growth leadership will always be top-of-mind.

Assorted Resources for Business Leadership

4A’s Mastering Agency Relationships

Marketers can master agency relationships with several critical skills. Bruno Gralpois of Agency Mania Solutions details the many hats marketers must wear to do so.

4A’s Relationship Management Best Practices Guidance

A playbook to help you get your client relationships off to a good start and stay on track.

Avoid Deadly Scopes of Work

Read how to improve work quality, efficiency, and transparency while sidestepping common issues.

MSA Guidance

Agency operations are changing in concert with the rapidly evolving technology and accelerating client marketing expectations. The 4A’s Agency-Client MSA Provision Guidance Series includes information on important provisions of agency-client agreement provisions.

Recommended Resources

Tap into 4A’s Research Team

One of the amazing benefits of 4A’s membership is access to our staff of knowledgeable and experienced information specialists.

We’re available to conduct customized secondary research projects when you need them. Think of our Research Team as an extension of your agency — your secondary research partner. Contact us for new business research, information to support a recommendation to a client, or any other secondary research need.

Submit your request using our online form. You can also email [email protected]. You’ll receive confirmation of your request and any follow-up questions within one business day.

4A’s Professional & Organizational Development

The mission of 4A’s Professional & Organizational Development is to help agencies and individuals grow, adapt, and thrive. POD enriches the industry by offering initiatives that develop necessary skills and cultivate leadership.

Agency Job Descriptions

The 4A’s maintains a large collection of standardized agency job descriptions, representing roles common within our industry.

To better find the right talent to fill key agency positions, the 4A’s makes available to our members detailed agency job descriptions, organized by department/discipline. These descriptions have been compiled from actual member employment offerings, and have been modified to remove specific organizational references.

We also have additional job descriptions beyond those posted here. For additional information or requests for sample job descriptions, please contact the 4A’s Management Services team at [email protected].

4A’s Member Discounts & Exclusive Offers

AAP Logo

This members-only program provides access to exclusive offers and benefits on leading products and services that support your daily business needs.

Whether you need information & resources for a new business pitch, data for a campaign, more office space, or tickets to a hot industry event, you’ll want to check out AAP first.

Part of 4A’s ongoing efforts to enhance its member benefits, AAP is a one-stop shop for valuable offers from a broad, carefully selected array of partners, spanning categories like:

And the list is growing daily. Remember, since AAP is for 4A’s members only, you must be signed in to the 4A’s website to gain access.


Join the Member Community

Business Leadership (Account Management) Committee

The 4A’s Business Leadership (Account Management) Committee exists to advance the craft of Account Management and champion the strategic value we provide as essential business partners to both agencies and clients.

The 4A’s Business Leadership (Account Management) Committee will do this by:

For more information, contact Greg Walker.

Member Committees

The 4A’s oversees 30+ committees across all industry disciplines, from Professional & Organizational Development to Human Resources to Project Management and everything in between; these committees meet nationally & regionally. In addition to meeting to discuss their business interests, 4A’s committee members help program regional & national events, author industry guidance, and provide their expertise to other members. Learn more here.