4A's MPF

4A’s Management Practitioners Forum 2020

4A’s Management Practitioners Forum (MPF) 2020 will allow for expanded discussion on the key topics that 4A’s members have identified as mission critical to agency leaders.

MPF 2019 Wrap Up |

Marla Kaplowitz | President & CEO, 4A’s See all session highlights  

MPF 2019 The Future of Strategy—Building Agency Strategic Capabilities |

    Amy Winger | CSO, VMLY&R Amy Worley | Chief Connections Officer, VMLY&R Download Presentation   Myths about Strategy Myth 1: That strategy is suffering. This is the golden age of strategy. Myth 2: That only media agencies need to know media. Myth 3: That the gig economy is killing us. The gig economy […]

MPF 2019 Agency Compensation Hacks You Can Use Starting Tomorrow |

    Tim Williams | Founder, Ignition Consulting Group Download Presentation   The single most important decision in evaluating a business is pricing power. —Warren Buffet Agencies have a cost structure that masquerades as a revenue model. Other kinds of companies have revenue models. There are professional trained buyers; agencies are amateurs about selling. A […]

MPF 2019 The Business Case for Workplace Enlightenment |

    Natasha Bowman | President and Founder, Performance ReNEW Download Presentation   Each employee has a personal identity with unique characteristics, experiences, and background, which makes that employee who they are. The Unenlightened Workplace If the workplace appears to frown upon the components of that unique identity—an accent, a hairstyle—the message to the employee […]

MPF 2019 Leading Your Agency at the Speed of Trust |

Management Services

    Barry Rellaford | Co-founder and Master Facilitator, Global Speed of Trust Practice   This in-depth look at the economics of trust for an advertising management practitioner explored how to create a “high-trust dividend.” A framework for trust (making common sense common practice): Four Cores of Credibility Integrity. This is who we are: honesty […]

MPF 2019 Relationship Management—Best Practices Playbook |

    Steve Boehler | Co-Founder, Mercer Island Group Robin Boehler | Co-Founder, Mercer Island Group Jennifer Eiselein | VP–Marketing & Product Development, VTech and LeapFrog Brands Jamie McGarry | SVP–Director of Business Development, DDB Chip Schuman | SVP–Marketing, Sargento Foods Download presentation deck The Relationship Client-agency relationships drive the work—which drives the business. Clients […]

MPF 2019 Punching Above Their Weight: Emerging Independents on the Upswing |

    Brad Casper | CEO, OH Partners Advertising Tom O’Keefe | Founder/CEO, O’Keefe, Reinhard & Paul Frances Webster | CEO, Walrus Download presentation deck Frances Webster, Walrus Independence is a competitive advantage. Walrus treats everything as a Super Bowl commercial. We had creativity and “calculated misbehavior,” but mostly project-based—durability was missing. Because creativity is […]

MPF 2019 Artificial Intelligence (AI) Demystified: The Strengths and Weaknesses for Advertisers and How to Maximize its Benefits |

    Dan Jenkins, Ph.D. | VP–Data Science, AdTheorent Download presentation deck Machine learning is the brain of artificial intelligence: building systems that can adapt and change when exposed to new data, getting feedback, and improving future decisions. What problem does AI solve? With ad targeting, do we want to put at an in front […]

MPF 2019 The Rejuvenation of Bandy Carroll Hellige |

    Tim Hellige | Co-Founder, Bandy Carroll Hellige Download presentation deck In 2017, Tim Hellige’s 30-year-old agency, Bandy Carroll Hellige, lost a major long-term account. This could have signaled the end of the agency. But the founders pulled off a turnaround that saved the company and set it on an auspicious path. In May […]

MPF 2019 Moderator Roundtable: Discussion of Key Learnings |

    Mark Bachmann | Partner/Chief Client Officer, Marcus Thomas LLC Andrew Graff | CEO, Allen & Gerritsen Tim Leake | SVP and Chief Marketing & Innovation Officer, RPA See all session highlights  

MPF 2019 Agency Business Models and Models of the Future |

    Jacqui Hartnett | President, Starmark International Joe Maglio | CEO, McKinney Jim Nash | Managing Partner, Marcus Thomas LLC Matt Walsh | Founder, Green Stone Download presentation deck Green Stone: Key Points Craft journeys and experiences Fully distributed Distributed will win, limiting to get people to move to a certain area, hard to […]