4A's Association News


View Now: 4A's Year in Review

4A's SmartBrief | Apr 17, 2015

The 4A's is pleased to share the initiatives, issues and programs we've been working on for you and the industry at large in our "Year in Review." Themed "Looking Back, Thinking Forward," the site is designed to showcase highlights of 2014 while offering a glimpse into what's on deck for 2015. Last year proved to be a year of significant transformation at the 4A's, and we're looking forward to creating more value for our members and helping drive results for your agencies and clients in 2015. Take a look at what's coming now on the 4A's Year in Review site.


4A's Bookstore Alert: Advertising Metrics and ROI

4A's SmartBrief | Apr 17, 2015

Help your agency make more informed business intelligence decisions with this exclusive 4A's book, "Advertising Metrics and ROI: A Guide to Agency Accountability and Effectiveness." Find out which key performance indicators you should be measuring. A template for aggregating the results of an ROI analysis is included.

This eBook is complimentary for 4A's members and available to non-members for $50 in the 4A's Bookstore Order today!


4A's Members: How to Guard Against Marketing Blind Spots

4A's SmartBrief | Apr 16, 2015

Global Ad Source, the provider of the 4A's CREW database, is offering a discount to 4A's members for its new social platforms ad tracker. The company offers a competitor ad monitoring service that not only informs clients about competitor brand activity on TV, print and digital, but also on social channels Instagram, Pinterest, Vine, Vimeo and YouTube. For further information and a complimentary trial to search almost 22 million ads in 73 countries in seven kinds of media, visit www2.globaladsource.com/trial.


Position Paper: Local Television Diaries -- The Neglected Methodology

4A's SmartBrief | Apr 16, 2015

Although many advances were made in enhancing audience measurement in 2014 -- especially in digital -- one area should have received more discussion: improving local TV measurement and the antiquated diary system. Read more on the 4A's website in this POV from the 4A's Media Measurement Task Force, crafted by Brad Adgate, SVP of research at Horizon Media, and Jon Cogan, director of investment research and insights at Annalect.


4A's POV: The Transformative Potential of Programmatic Buying

4A's SmartBrief | Apr 15, 2015

Data management platforms (DMPs) and programmatic are transforming the core of the media business through innovation in ad tech as well as disruption of the standard economic model. This Point of View (POV) by Brian Gleason, CEO of Xaxis Americas outlines the following:

  • A holistic understanding of programmatic buying techniques and how media agencies should position themselves within the changing landscape.
  • Advice on how, when and why programmatic technologies and data management systems should be used to optimize and deliver on an advertiser's goals and objectives.
  • Implications for the future state of advertising.
For a detailed description of DMP and programmatic concepts, challenges, benefits and implications for agencies, visit the 4A's website to read the POV now.


4A's Bookstore Alert: Provisions in Agency Client Agreements

4A's SmartBrief | Apr 15, 2015

The 4A's has the solution to make agreements between agencies and clients easy and frictionless. "4A's Provisions in Agency -- Client Agreements" is a must-read toolkit for agency executives and their legal advisers. The business discussion and illustrative contract provisions that are contained in this publication draw upon industry thought-leader guidance and position papers that have been issued by 4A's.

Purchase one now for your agency from the 4A's Bookstore.


4A's Webinar Alert: How to Use Social Media to Attract New Business

4A's SmartBrief | Apr 14, 2015

Join industry new business consultant Michael Gass on April 23, who will provide participants with an inbound marketing plan for creating new business opportunities in as little as 30 days through social media marketing. Michael has personally implemented and refined this program in more than 200 agencies.

4A's members and non-members can sign up now on the 4A's website. Get started now.


New: 4A's Social Media ROI and Data Ownership Report

4A's SmartBrief | Apr 14, 2015

Did you know that the most monitored social media metrics by agencies may not always be the most valuable ones to clients? Discover other key insights into agency social media responsibilities in this new report from the 4A's as a follow-up to the 2013 survey about social media monitoring and reporting tools. Key takeaways include the emergence of dedicated social media departments inside 4A's member agencies since 2013, the rise of content marketing divisions, the dominance of incorporating paid social media into most campaigns for clients and much more in this special publication.

Order a copy now from the 4A's Bookstore; it's complimentary for 4A's members and available to non-members for $50.


4A's Webinar Alert: Build Your Agency Like You're Going to Sell It

4A's SmartBrief | Apr 13, 2015

Don't miss this special 90-minute webinar on Thursday with Brent Hodgins, managing partner of Mirren Business Development, who will address building a high-value agency, driven by a sales machine. This webinar, designed for agency principals, senior management and new business teams, will address key principles behind building an optimal agency infrastructure, with a focus on impacting new business.

4A's members and non-members can sign up now on the 4A's website.


4A's Membership Resource: Management Practitioners Forum 2015

4A's SmartBrief | Apr 13, 2015

Did you attend the 4A's Management Practitioners Forum in Austin, Texas, on March 22, which was moderated by Allen & Gerritsen CEO Andrew Graff? Don't miss the videos and presentations from this day of senior speakers, who shared practical solutions in an environment that encouraged open discussion in areas such as programmatic, social media content rights management, creating an award-winning agency culture, the future of content marketing and much more!

Visit the 4A's website to access all materials, which are designed to help you effectively run your agency.


4A's Bookstore Alert: The Competitive Edge Supplier Diversity Guide

4A's SmartBrief | Apr 10, 2015

Free for 4A's members in the 4A's Bookstore, "The Competitive Edge Supplier Diversity Guide" outlines ways for agencies to create best practices in supplier diversity. Written by subject-matter expert Anita Laney, senior supplier diversity consultant at Saatchi & Saatchi New York, the guide provides a comparison between supplier diversity best practices for advertisers and supplier diversity best practices for agencies. This eBook also includes case studies from agencies that have made supplier diversity a business imperative.

Order now by visiting the 4A's Bookstore. Non-members can also order a copy for $25.


4A's Member Resource -- GIG: Global Innovations Gateway

4A's SmartBrief | Apr 10, 2015

As a special benefit of membership with the 4A's, members have access to GIG (Global Innovations Gateway), which is a go-to resource for the most innovative entrepreneurial ideas from around the world. This database is a great online research tool for creatives, planners or brand managers.

With GIG, 4A's members can search a database of more than 4,000 creative ideas by keyword, industry, country or date, plus see the latest new business ventures and trends gleaned from a network of 17,000 global trendspotters -- along with gaining inspiration for campaigns or reviving existing ones.

Visit the Research Databases page of the 4A's website to get started!


Fresh Press News for 4A's Members

4A's SmartBrief | Apr 09, 2015

As an added bonus to 4A's membership, members can log in to the Fresh Press dashboard on the 4A's website and read the most relevant industry headlines and news feeds of the day all in one place. Browse 4A's social media channels along with the latest news in advertising, marketing, digital and social media news. Make it part of your daily digital routine!

Visit today.


4A's Bookstore: Guide to Interviewing

4A's SmartBrief | Apr 09, 2015

Looking for assistance when trying to hire the right person at your agency? This guide will help prepare you for the selection process and determine if a candidate is not only a fit for the job, but also for your organization. Candidate tracking forms and interview evaluation sheets are included, as well as sample questions.

This book is available to 4A's members for $15 and non-members for $30, so order a copy now from the 4A's Bookstore.


Early Registration Open for the 4A's Fall Executive Leadership Program

4A's SmartBrief | Apr 07, 2015

The 4A's Executive Leadership Program returns Oct. 13 to 15 at 4A's N.Y. headquarters after selling out again in the spring. This event is specifically designed to provide current and potential leaders from agencies of all sizes and specialties with a set of leadership survival and success tools. Throughout three days, answer 300 questions directly related to the future success of an agency, collectively playing the role as managing director. This is an ideal program for new office CEOs, COOs and high-potential department heads.

Seating is limited to 20 attendees, so sign up today before this event sells out. Early registration ends Aug. 15 and is open to 4A's members and non-members.


New 4A's Membership Resource: BLAST Database

4A's SmartBrief | Apr 07, 2015

4A's Research Services is pleased to announce a new database from Borrell Associates: BLAST (Borrell's Local Ad Spending Tracker). BLAST provides media professionals and agencies that handle regional accounts, retailers, services and franchise clients with the data needed for local marketing efforts. Users choosing a particular business category and employment size will receive, via e-mail, a customized report giving benchmark data on what comparable local businesses spend on advertising and how their media budgets are allocated. The database also includes an estimate of local ad spending and national ad dollars spent in each market, along with forecasts. BLAST is accessible on the Research Databases page of the 4A's website, so visit today.


NYC Seminar: Account Management -- How to Lead Clients and Grow Accounts

4A's SmartBrief | Mar 30, 2015

In this one-day workshop on April 7 at 4A's NYC headquarters, Sheila Campbell will teach account managers the skills needed to understand client needs, turn problem accounts around without damaging the relationship, gain confidence in dealing with larger or more demanding clients, and find out how to get more business from existing clients.

4A's members and non-members can sign up now on the 4A's website. Register today.


4A's Innovation Day Closes Transformation 2015

4A's SmartBrief | Mar 25, 2015

The evolution of the creative technologist, SXSW highlights and trends, and 5 tech companies to partner with this year are just a few of today's morning sessions to conclude the 4A's Transformation 2015 conference in Austin, Texas. Salim Ismail, an angel investor, adviser, entrepreneur and strategist, will end the conference speaking to what he describes as "exponential organizations" -- a new breed of businesses scaling 10 times faster than established companies.

View all of the day's activities by visiting the Transformation website now and follow all of the action on social media by using the #4AsTransformation hashtag.

Also, mark your calendars now for 4A's Transformation 2016 on March 20 to 23 at Loews Miami Beach.


Media Day at 4A's Transformation Kicks Off in Austin

4A's SmartBrief | Mar 24, 2015

The ad agency, media and marketing industries reunite again at the Hilton Austin for the second day of the 4A's Transformation conference, keynoted by AOL CEO Tim Armstrong. Sessions include a debate on programmatic trading with speakers from companies Hulu and YuMe, a panel about the evolution of publishing featuring Time Inc. and so much more! Plus, learn updates from the 4A's Mobile, Measurement and Addressability Task Forces. Onsite registration will be available to members and non-members at the hotel.

Follow all of the action on social media by using the #4AsTransformation hashtag and visiting the Transformation website.


4A's Transformation 2015 Quick Links

4A's SmartBrief | Mar 23, 2015

Onsite at the 4A's Transformation conference today? Then take a look at this list for how to stay connected while on the-go:

  • Download the mobile app to your favorite mobile device by searching "4A's Transformation" or visit here to learn more. Personalize your session schedule, interact with other attendees, gain quick access to speaker Twitter handles for tweeting and much more.
  • The 4A's wants you with us on social media throughout the conference. Use event hashtag #4AsTransformation to tweet insights from sessions and document your trip in Austin by using the same hashtag on Instagram. Your social content may even appear on the event's social media wall!
  • Subscribe to the 4A's Transformation Twitter list by going here for easy tweeting access from your laptop.


4A's Transformation 2015 is Underway!

4A's SmartBrief | Mar 23, 2015

The biggest agency and media event of 2015 began this morning in Austin, Texas, at the Hilton Austin with an amazing lineup of speakers from the agency, media and marketing communities, including an address by film director Robert Rodriguez, a fireside chat with New York Times columnist Andrew Ross Sorkin and much more! This year's conference, a celebration of creativity and collaboration, will close with an unveiling of the winners of the first-time 4A's Partner Awards, presented by MediaLink, at a special cocktail reception. View the Transformation website now for a full agenda of Day 1 and join us onsite for walk-in registration.




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