4A's Business as Unusual

Overnight, the coronavirus crisis has fundamentally changed the way your agency does business. Pitching, brainstorming, hiring, supporting your partners and clients—everything you do today, you do virtually.

It’s business as unusual: an era of unprecedented change that calls for new guidance, expertise, tips, and best practices. Join the 4A’s for a series of vital webinars to help advise you on our new way to work.


RESCHEDULED: Monday, June 8, 3 – 4 p.m. ET

The Art of Negotiation in Times of Crisis

Sound negotiating strategies and techniques help agencies protect existing margins, and ultimately, a rock-star negotiator can greatly increase the return. However, these moves can also impact the relationship with the client, and during the current economic crisis, many agencies find themselves navigating how to be a good partner without being a pushover. Join this conversation with Brett Colbert, marketing procurement expert, on how to position your agency as a business partner to marketers and procurement personnel while protecting your business.


Brett Colbert, Founder, Colbert Group Consulting
Mollie RosenMollie Rosen, EVP–Member Engagement & Development, 4A’s




Thursday, June 11, 3 – 4 p.m. ET

Leadership Through Crisis and Transformation

Exclusive for 4A’s Members

Times of crisis are a true test of one’s leadership ability, and the broad impact of the pandemic across all aspects of business and life brings unique challenges to any leader. Join Marla Kaplowitz, President & CEO of the 4A’s, in this discussion on what all agency leaders need to know not only to successfully lead their teams and clients through the crisis and the inevitable change that follows, but also to address their own well-being in the process.


Maureen Falvey, Lead Coach & Trainer, Strong Training & Consulting
Bree Groff, Principal, SYPartners
Marla Kaplowitz, President & CEO, 4A’s




The Future of Media and Agency Operations in a Post COVID-19 World

June 4, 2020

The disruption caused by COVID-19 across the media landscape has been sudden, dramatic, and is expected to have a lasting impact. Agencies, brands, and media suppliers are all feeling the impact both financially and operationally while working remotely. As businesses across the US slowly start to return to business as usual, what will this new world look like for advertising?

Join this panel of agency leaders to learn how they are navigating these uncertain times and are preparing for the future. The panel will discuss best practices for internal agency operations, the long-term impact on how media is bought and sold, new data on overall media spending, and predictions for the near and long-term future.


Shea Murtaugh, Founder & President, Hoffmann Murtaugh
Will Phipps, SVP–Media, Allen & Gerritsen
Toni ClemToni Clem, President & CEO, Scoppechio
Swap PatelSwap Patel, Executive Media Director, McKinney


Sponsored by:



What Do Agencies Need to Think About Before Reopening?

June 3, 2020

The reopening of businesses in the aftermath of the first widespread mass pandemic in over 100 years raises a number of difficult questions for agencies, including:

While we can’t promise we have all the answers to many of the difficult questions being raised by reopening, we can promise an insightful, in-depth discussion with experts on hand to guide your agency through how to approach these issues as you think about reopening.


Michael Grant, Senior Risk Control Consultant, USI Insurance Services
steve schantz 

Steve Schantz, VP–Employee Benefits, Risk Strategies


Mollie RosenMollie Rosen, EVP–Member Engagement & Development, 4A’s




Strategies for Financial Stability

May 28, 2020

You have taken the initial steps to navigate the stay at home orders and explored PPP loans and relief from the CARES Act. Now, The Strategies for Financial Stability webinar will focus on practical steps agencies can take to manage their business through this next phase. Discussion will include tips on improving liquidity, managing cash flow, producing cost savings and considerations for getting ready for the economy reopening.


Sponsored by:

First America Logo



Preparing for Business in a Changed World

May 27, 2020

Exclusive for 4A’s members.

Past the initial stages of triage in the COVID-19 crisis, we’re gathering our community of member agency leaders to connect, share, and discuss how strategies for guiding clients and teams are evolving—and how agencies can prepare for the post-coronavirus world and the return to the office.

Don’t miss this vital conversation with:

Andrew Graff, CEO, Allen & Gerritsen
Laura Maness, CEO, Havas New York
Marla Kaplowitz, President & CEO, 4A’s
Mollie RosenMollie Rosen, EVP–Member Engagement & Development, 4A’s




Rebuilding Client Conviction for Advertising During the Pandemic

May 20, 2020

Agencies are faced with the daunting challenge of convincing marketers to sustain an advertising presence despite halted consumer spending. With the exception of online grocery/eCommerce and delivery services, every category requires a strategic revision.

Building client conviction in the middle of a major national crisis will require a fundamental reassessment of the emerging consumer behaviors and purchase drivers influenced by safety, social and economic concerns of most households in the country.

This webinar is intended to help senior agency leaders with consumer insights and strategies for breakthrough client programs as brands work to sustain business continuity amidst the recession.


Seraj BharwaniSeraj Bharwani, Chief Strategy Officer, AcuityAds
Matt KasindorfMatt Kasindorf, SVP, Business Intelligence & Insight, 4A’s
Mollie RosenMollie Rosen, EVP–Member Engagement & Development, 4A’s


Sponsored by:




The Great Re-Invention: How to Adapt, Sculpt, and Resurrect Your Marketing and Company in the New Semi-Normal

May 19, 2020

Rishad Tobaccowala, author of Restoring the Soul of Business: Staying Human in the Age of Data and recent Chief Strategist and Growth Officer of Publicis Groupe, will share perspectives that will help you think, see, and feel differently about the transformative times ahead and leave you with actionable next steps.
Rishad TobaccowalaRishad Tobaccowala, Author and Senior Adviser, Publicis Groupe




Marketing Through Crisis to Opportunity

May 12, 2020

Marketers and agencies everywhere are faced with making the pivot from a state of triage to managing their recovery to strategies for growth in the next normal. Join 4A’s President & CEO Marla Kaplowitz for a discussion with Tony Pace—longtime agency executive, former Subway CMO, former Board Chair of the ANA, and now CEO of the Marketing Accountability Standards Board (MASB)—on how agencies can help marketers make the pivot, and why those brands that are investing now to maintain and build share of mind will come out ahead.

Tony Pace Business as UnusualTony Pace, President & CEO, Marketing Accountability Standards Board; Principal, Cerebral Graffiti




Brand Safety & News in the Age of COVID-19

May 5, 2020

The global pandemic and “new normal” has pushed the issues of brand safety and suitability to the forefront. The need for nuanced and reliable brand-safety and suitability protocols is greater than ever. Yet many brands, agencies, and publishers are unsure how to approach this challenging issue in the age of COVID-19.

To support the establishment of cohesive, real-time brand-suitability standards, the 4A’s President & CEO, Marla Kaplowitz, hosts this webinar featuring representatives from the buy and sell sides to discuss how to maintain brand integrity and avoid reputational harm while promoting the spread of accurate, reliable information and encouraging a healthy, beneficial environment for advertisers, publishers, and consumers.


Joe BaroneJoe Barone, Managing Partner–Brand Safety Americas, GroupM
Allison MurphyAllison Murphy, SVP–Ad Innovation, The New York Times
Mike ZaneisMike Zaneis, CEO, Trustworthy Accountability Group
Marla KaplowitzMarla Kaplowitz, President & CEO, 4A




The CARES Act, Part II: You’ve Got Your PPP Funds—Now What?

April 30, 2020

With Congress promising a new allocation of billions of new dollars to the Small Business Administration (SBA)’s Paycheck Protection Program (PPP), many agencies are poised to start receiving these lifeline funds.

For agencies that received their funding in the first round, the PPP loans have provided some much-needed breathing space. It’s also raised a multitude of questions. As the PPP loans have no true precedent, many agencies have been left scrambling trying to answer thorny questions about record-keeping, tax implications, forgiveness calculations, and much more.

In this webinar, participants explore what’s happening in Washington, discuss updates and clarifications to regulations covering the PPP loans, and walk through agencies’ recurring questions.


allyson bakerAllyson Baker, Partner, Venable LLP
boylan meredithMeredith Boylan, Partner, Venable LLP
Arthur CirulnickArthur Cirulnick, Partner, Venable LLP
Alison pepperAlison Pepper, SVP–Government Relations, 4A’s
Mollie rosenMollie Rosen, EVP–Member Engagement & Development, 4A’s




Work 2.0: Managing Culture and Talent in a Post–COVID-19 World

April 29, 2020

Exclusive for 4A’s members.

How will agencies manage the return to work, and what will the Work 2.0 workplace look like? In this member-exclusive discussion, Simon Fenwick, 4A’s EVP–Talent, Equity & Inclusion, will explore the challenges around maintaining engagement, inclusion, and culture in this “new normal,” and how will that culture change with the phased return to work.


Marie-Claire-BarkerMarie-Claire Barker, Global Chief Talent Officer, Edelman
Eileen-BenwittEileen Benwitt, Chief Talent Officer, Horizon Media
Mollie Rosen, EVP–Member Engagement & Development, 4A’s
Simon-FenwickSimon Fenwick, EVP–Talent, Equity & Inclusion, 4A’s




Triage & Transformation: Understanding What’s on the Minds of CMOs

April 21, 2020

Your agency may be looking for a clearer understanding of the questions and issues CMOs are addressing about the crisis in triage mode—and the opportunities for transformation. Janet Balis, EY’s Global Advisory Leader Media & Entertainment, Americas Marketing Practice Leader, explores the trends affecting businesses today, including marketers, agencies, and media companies with 4A’s President & CEO Marla Kaplowitz.


Janet BalisJanet Balis, Global Advisory Leader Media & Entertainment, EY
Marla KaplowitzMarla Kaplowitz, President & CEO, 4A




Co-Creating the Next Normal: Innovation, Trust, and Higher Standards

April 16, 2020

Exclusive for 4A’s members.

Now that most human connection and emotional relevance is delivered digitally, it’s never been more important to get it right. Catharine Hays, co-author of Beyond Advertising, leads this discussion on how marketers and their agency partners are creating and maintaining relationships with customers while maintaining business continuity.


Jen CohanJen Cohan, President–New York, Edelman
Catharine HaysCatharine Hays, co-founder, The Wharton Future of Advertising Program, and co-host, Sirius XM’s CMO Spotlight
Ryan OliverRyan Oliver, Senior Director–Twitter Next, Twitter
Bret SanfordBret Sanford-Chung, VP–CMO Executive Partner, Forrester




Strategies for Navigating the New Normal

April 14, 2020

Exclusive for 4A’s members.

A month into the coronavirus crisis, we’re gathering our community of member agency leaders to connect, share, and discuss how strategies for guiding clients and teams are evolving—and how agencies can prepare for the post-coronavirus world. Don’t miss this vital conversation with:

Christine FruechteChristine Fruechte, Colle McVoy
Marla KaplowitzMarla Kaplowitz, President & CEO, 4A
Sharon Napier 

Sharon Napier, Partners + Napier


Mollie RosenMollie Rosen, 4A’s




Going, Going, Gone Virtual—New Business Now

April 8, 2020

Exclusive for 4A’s members

Virtual pitching brings a new set of challenges and opportunities. The experts review the best ways to navigate them and learn tips and tricks to effective virtual pitching.


Robin Boehler, Mercer Island Group
Lisa ColantuonoLisa Colantuono, AAR Partners
Matt KasindorfMatt Kasindorf, 4A’s
Michael PalmaMichael Palma, The Palma Group
Greg PaullGreg Paull, R3
Mollie RosenMollie Rosen, 4A’s




CARES Act Webinar

March 31, 2020

A presentation of all resources for agencies to make the best choices about the CARES Act. Both a video and a presentation of the CARES Act Webinar are available.


Arthur CirulnickArthur Cirulnick, Venable LLP
Alyson PepperAlison Pepper, 4A’s
Mollie RosenMollie Rosen, 4A’s



Strategies for Clients & Staff

March 23, 2020

Exclusive for 4A’s members

Sharing and supporting the 4A’s agency community during these challenging times, with guidance on business operations, staff and remote working, new business, clients, and a 4A’s member survey.


Greg Stern 

Greg Stern, BSSP and 4A’s Board of Directors


Mollie RosenMollie Rosen, 4A’s