New From 4A’s Guidance: 4A’s Relationship Management Best Practices Guidance

Considering the time, energy and expense marketers spend conducting reviews—and that agencies spend on developing new business—it’s critical for both partners to ensure a long and fruitful relationship. Having a powerful relationship-management program can help you get your relationship off to a good start and stay on track. Relationship management is how you keep winning […]

Project-by-Project Do’s & Don’ts | Agency Best Practice Guidance

The industry is seeing more clients evolving Project-by-Project (PxP) arrangements with agencies. PxP relationships between clients and agencies create both opportunities and challenges for both marketers and marketing services firms. Members of the 4A’s community have been endeavoring to figure out best practices for dealing with the shift by some clients from annual retainer relationships with their agencies to PxP relationships.

The Workplace Bullying/Harassment/Intimidation FAQ

The 4A’s National HR Council has developed a comprehensive FAQ to help agency leaders and HR/talent leaders to address essential questions related to workplace bullying, harassment, intimidation.

Organizing Your Agency for Social: Social Media Team Frameworks, Staffing & Future-Proofing

Available to non-members for a limited time. The 4As’ social media committee has written a comprehensive white paper to help agencies organize a social media practice for sustainability and success for their clients and business.

4A’s Digital Horizons Series Whitepaper: Accessibility

The 4A’s Digital Horizons Series explores the current and near future landscape of digital technology and innovation in the advertising industry. This whitepaper, “Accessibility,” provides the why and how of inclusive design, authored by Alison Walden, Director of Technology and Mike Quattrin, Senior Experience Developer at SapientRazorfish.

Best Practice Guidance: Agency Search Agreements (AKA New Business NDA’s)

The purpose of this position paper is to provide agencies with best practice guidance relating to obtaining formal agreements between an agency and a prospective client during the marketer’s search for agency resources or a marketer’s request for proposal.

Best Practice Guidance: Ownership of Agency Ideas, Plans and Work Developed During the New Business Process

This 4A’s position paper provides agencies with guidance on best practices relating to the ownership of agency developed ideas, plans and work created in the course of a marketer search for agency resources or a marketer request for proposal.

ROI/Attribution Providers: A Comparison of Leading Providers of Media Performance Analyses

This white paper, prepared by the 4A’s Media Measurement Committee, the Coalition for Innovative Media Measurement (CIMM) and Sequent Partners, looks at offerings from the prominent providers in digital, cross-platform, multi-touch and television attribution, and marketing mix modeling, using comparable criteria.

Agency Search Consultants Provide “One Piece of Advice” for Agencies

The 4A’s asked industry-leading agency search consultants to provide “One Piece of Advice” that we could share with 4A’s members as they begin thinking about their 2018 new business plans.

4A’s Local Video & Audio Committee Point of View: Replacing Live Data Stream with Live +1 (Day)

Media Services

This communication serves to notify the local buying community and partners of the 4A’s, of our combined point of view, and proposes that the 4A’s will formally request Nielsen to change the local data streams in 2018.

Best Practice Agency Relationship Evaluations

Research Services

Decideware explores what they have learned about best practices in evaluating agency performance.

4A’s Agency Prospect Assessment Guidance

The 4A’s New Business Committee has developed new “Agency Prospect Assessment Guidance” to help facilitate more consistent and efficient implementation of longstanding 4A’s guidance regarding the appropriate level of thoughtful consideration and discussion prior to engaging in a review.