Powering New Wins,
Fostering Client Ties
We’re proud to support our member agencies in all areas of business development, including prospect assessment, prospecting, virtual pitching, relationship management, agency search consultant interaction and more. Moreover, we partner with the Association of National Advertisers (ANA) in the creation of guidance and resources to strengthen agency-client relationships and support client retention.
4As & ANA Client Agency Relationship Tenure Report
NEW | This joint study reveals that the average client-agency relationship tenure has more than doubled since 2016, now standing at an average of 7 years. Dive into the findings.
Cost of the Pitch II: The Rise of Value
This 2024 report examines the role of value and other key factors responsible for a successful, long-term client-agency relationship, including trust, cost, transparency, and respect.
Agency Search Simplification Report
The search process has become complex and painful for both clients and agencies, with many wondering how it can be improved. Read this paper to understand the challenges and ways to simplify and streamline this process.
New Business Resources
We’re proud to support our member agencies in all areas of business development, including prospect assessment, prospecting, virtual pitching, relationship management, agency search consultant interaction and more.
Resources
A wide range of resources such as webinars, white papers, case studies and more are included with your 4As membership to support your new business development activities. Other resources are available for purchase at a discounted member rate.
Agency Search Consultants List
The 4As is pleased to provide its list of Agency Search Consultants. This list is updated on a regular basis.
4As 2025 Billing Rate Benchmark Survey: Agency Hourly Billing Rates
A comprehensive industry report revealing agency hourly billing rates across geographies, departments, and agency sizes.
Paper
Agency Compensation & The Transparency Trap: Where to Draw the Line
This report examines the findings of an October 2024 study highlighting the ongoing industry debate about transparency and offering a path forward for more effective, value-based compensation approaches.
Events
Find inspiration and insights on new business development from thought leaders and peers at these upcoming 4As events. Network, learn and discuss pressing issues, shared challenges, success strategies and solutions.
Education
Update your skills to develop new business strategies and pitches. Remain a valued asset to your team and agency with relevant training. The 4As Learning Institute offers tailored programs for every role and discipline.
4As Large Agency Finance and New Business Committee Meeting – Sept 16, 2025
Login to access member-exclusive content Not a 4As member yet? Don’t miss out. Learn more about joining a growing…
Best Practices for AI Prompting
Practical frameworks for effective AI prompts. Generative AI has changed the way we work, but unlocking its full…
Harmonium Joins Sept 10, 2025 New Business Committee Meeting
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News
Related Topics
Explore more content, inspiration and insights.
The 4As Business Intelligence & Insight team specializes in helping member agencies address issues concerning agency finance, compensation, and negotiation via published guidance, financial surveys and benchmarks, anonymous peer exchanges, custom consultations, and more.
Strategists serve as catalysts, bridges and connectors of dots between client and creative and have their finger on the pulse of culture.
Operations are the lifeblood of an agency, determining its ability to adapt and compete effectively.
