AAAA Association News

Socially Speaking Webinar: Nov. 24

AAAA SmartBrief | Nov 20, 2009

Social media training and public relations specialist Eric Schwartzman, whose clients include the United States Marine Corps, the U.S. Dept. of State, the U.S. Embassy in Athens, Johnson & Johnson, Toyota, Southern California Edison and the Environmental Defense Fund, will host a one-hour online presentation on social media strategy next Tuesday, Nov. 24, 2009, at 3 p.m. EST, as part of the 4A's Socially Speaking Webinar Series.

Schwartzman's social media training will cover social media strategy in public relations, online reputation management, Twitter, Facebook and personal branding in a live, interactive Webinar aimed at organizational communications and public relations professionals. Topics will include:

The difference between new media and social media, and which one should lead your social media strategy
Why you should stop playing the influence game, democratize your information steam through online communications and social-media train everyone.
The business case for online reputation management, social media engagement and search engine optimization.
How to use social media to build an army of trusted, word of mouth ambassadors.

The 4A's recommends public relations practitioners, strategic planners, media strategists, data analysts, account management and business development teams register for this special Webinar. Learn more and sign up today on the 4A's Web site.

2009 4A's Executive Leadership Program

AAAA SmartBrief | Nov 19, 2009

The 4A's Executive Leadership Program (ELP) is held once a year, and is a specialized, intensive, weeklong program that helps top-level professionals deal with general management issues through a team-oriented, computer simulation program where participants run an advertising agency for three years.

The program is intended for current or potential general managers, and consistently receives rave reviews from participants.

The 2010 ELP will be held from Jan. 11 to Jan. 15, 2010, at the Four Seasons Palm Beach, Palm Beach, Fla. Space is limited, so visit the 4A's Web site to download the agenda and reserve your spot today.

Performer/Union Matters: Gross Ratings Point Talent Compensation Model Survey

AAAA SmartBrief | Nov 18, 2009

Per the 2009 SAG/AFTRA Commercials Contract, SAG, AFTRA, and the 4A's/ANA Joint Policy Committee on Broadcast Talent Relations have agreed to conduct an in-depth study of the Gross Ratings Point Talent Compensation Model ("GRP Model").

SAG, AFTRA, and the JPC have selected PricewaterhouseCoopers to conduct this study, which commenced on Oct. 26, 2009. The study is composed of six stages and will last approximately two years.

4A's members can learn more about this important initiative and download the full memo from Doug Wood, JPC Lead Negotiator and Counsel, on the 4A's Web site.

2010 4A's Executive Leadership Program

AAAA SmartBrief | Nov 16, 2009

The program is intended for current or potential general managers, and consistently receives rave reviews from participants.

The 2010 ELP will be held from Jan. 11 to 15, 2010, at the Four Seasons Palm Beach, Palm Beach, Fla. Space is limited, so visit the 4A's Web site to download the agenda and reserve your spot today.

Agency 2.5: How Agencies Are Transforming for the Future

AAAA SmartBrief | Nov 13, 2009

The agency business model has been under assault for the past decade, and today's economic crisis only underscores the critical changes that agencies must make in terms of their business model, the way that they provide services, and -- most importantly -- the way that they make money.

The highly successful and in-demand 4A's workshop "Agency 2.5: How Agencies Are Transforming for the Future," coming up on Nov. 11, 2009, in Minneapolis and Nov. 19, 2009, in Cincinnati, looks at the traditional agency model and discusses what to relinquish, what to rework and what to reinvent.

Workshop leader Tim Williams, Ignition Group, will explore the emerging functions that are reframing the agency skill set, including social media, analytics, experience design and reputation management, and demonstrate with concrete, real-world examples just what model agencies should utilize to "transform" and roll out in the 21st Century.

This seminar is designed for agency professionals of all levels and in all disciplines -- including account management, account planning, creative, media, digital, public relations and other client-facing agency disciplines. Visit the 4A's Web site to learn more about reserving your spot at this popular 4A's workshop.

Did You Miss Out on the 4A's Recent "Emotional Advertising Is More Effective Than Rational Appeals" Bulletin?

AAAA SmartBrief | Nov 12, 2009

Recent studies have proven that emotional advertising is more effective than a rational strategy. The 4A's member bulletin "Research Matters: Emotional Advertising Is More Effective Than Rational Appeals," uses the very latest data and case studies to provide the definitive how, when and why you should use emotional messaging in your marketing communications ... and when you shouldn't.

The highly valuable bulletin is available to 4A's members for free, and to all other interested parties for $50. Visit the 4A's Bookstore to acquire your copy today.

Don't Miss Today's Free Tips, Tools, and Tactics Webinar

AAAA SmartBrief | Nov 11, 2009

The 4A's recommends that brand and strategic planners, senior agency executives and business development teams register for today's Tips, Tools and Tactics Webinar "Reframing: Building Value Perceptions Through Consumer Communications," featuring marketing strategist Leonora Polonsky. Topics covered will include:

Proven techniques to improve the value framework of a brand through marketing communications.
Case studies demonstrating marketing strategies and tactics that change a brand's competitive reference set.
Using price to signal quality.
Creating new language to elevate brand worth.
Selecting the best vehicles to communicate the brand's value message.
Effective reframing methods for your brand.

Leonora Polonsky is recognized as a "Harley Procter Marketer," the highest marketing distinction at P&G, and is also the lead author of P&G's "Brand Building Framework," a synthesis of brand building best practices. Her insights on branding, marketing and communications -- especially from a major client's perspective -- make this an important resource for all agency professionals to take advantage of. Register for this event on the 4A's Web site.

Marketing Association of Columbia Business School Event, Nov. 13

AAAA SmartBrief | Nov 09, 2009

The Marketing Association of Columbia Business School will host its 5th Annual Marketing Conference, focusing on the role of consumers as collaborators, influencers and brand builders. Breakout panels will cover topics such as "The Constantly Changing Consumer" and "Integrated Marketing: Coordinating a Unified Brand Message," and Duncan Watts, Director of the Human Social Dynamics group at Yahoo! Research, will serve as keynote speaker.

The event will take place on Nov. 13, 2009, in New York City on Columbia University's campus. This event is open to all, and the conference has extended a discount to 4A's members. For information and to register, visit the event Web site.

Minnesota State Tax Workshop

AAAA SmartBrief | Nov 05, 2009

The 4A's is hosting a special and important workshop for members doing business in Minnesota focusing on the specific problems that advertising agencies face in computing state taxes. It is a unique opportunity to compare notes with colleagues, ask questions of the experts and identify troublesome areas and issues, and it features speakers Dan Boeckermann, CPA, Boeckermann, Grafstrom and Mayer, and Michael Herold, CPA, LarsonAllen, recognized experts in the area.

The event will take place on Nov. 16, 2009, in Minneapolis, and is open to members and nonmembers. CFOs, senior management and those with interest in financial and tax issues should register for this event today on the 4A's Web site.

Tips, Tools & Tactics Webinar: Nov. 11

AAAA SmartBrief | Nov 04, 2009

The recession has accelerated fundamental shifts in the way consumers and businesses define "value." To some audiences, "value" is defined by price; to others, The 4A's recommends that brand and strategic planners, senior agency executives, and business development teams register for the upcoming Tips, Tools and Tactics Webinar "Reframing: Building Value Perceptions Through Consumer Communications," featuring marketing strategist Leonora Polonsky.

Topics covered will include:

Proven techniques to improve the value framework of a brand through marketing communications
Case studies demonstrating marketing strategies and tactics that change a brand's competitive reference set
Using price to signal quality
Creating new language to elevate brand worth
Selecting the best communication vehicles to communicate the brand's value message
Effective reframing methods for your brand.

Cannes Lions Advertising Festival and Screening

AAAA SmartBrief | Nov 03, 2009

The 4A's Philly Council and USA TODAY will host the 8th Annual Cannes Lions Advertising Festival Screening on Wednesday, Nov. 11, at the Independence Seaport Museum in Philadelphia. The screening will bring together hundreds of industry professionals to view the winning work of Cannes and celebrate the Philadelphia advertising community.

Increase Your Social Standing!

AAAA SmartBrief | Oct 30, 2009

In addition to this SmartBrief e-mail and www.aaaa.org, the 4A's offers a wide variety of outlets for members and other key stakeholders on popular social-media platforms. Keep in touch with all of the latest news, links and discussion via the following:

New Senate Bill Seeks to Disallow DTC Deductions

AAAA SmartBrief | Oct 30, 2009

As ad industry leaders had feared, the Senate appears to be taking another look at direct-to-consumer advertising as a funding source for health care reform. Sen. Al Franken, D-Minn., along with co-sponsors, Sens. Sherrod Brown, D-Ohio, and Sheldon Whitehouse, D-R.I., have introduced a bill that would disallow, as an ordinary and necessary business expense, the costs of all advertising and marketing of prescription medications.

The three senators hope to add their bill to the Senate health care reform bill now being prepared by Sens. Harry Reid, D-Nev., and Max Baucus, D-Mont., and representatives of the White House. If it is not included in the leadership bill, they have said they plan to offer it as a floor amendment.

The Advertising Coalition, which is comprised of the major advertising, marketing and media players in Washington, has contacted all senators outlining the industry's objections to the Franken bill. This is part of a very aggressive 4A's and industry effort to head off any further action on the Franken proposal before it can gain wider support.

Learn more about the Coalition's efforts, and download its letter to the U.S. Senate, today at the 4A's Web site.

An Open Letter to the U.S. Department of Justice Regarding Search Advertising

AAAA SmartBrief | Oct 29, 2009

4A's President and CEO Nancy Hill, along with the heads of the four major advertising holding companies, recently sent a letter to the United States Department of Justice addressing the impending integration of Microsoft and Yahoo! search technologies, stating that they believe such a scenario will be good for advertisers, marketing services agencies, Web site publishers and consumers.

Download the full letter at the 4A's Web site.

4A's Business Barometer Shows Consumer Confidence Holding Relatively Steady in October

AAAA SmartBrief | Oct 28, 2009

The BIGresearch October 2009 Consumer Intentions and Actions (CIA) survey, conducted from Sept. 30 to Oct. 7, 2009, indicates that consumers may still be skeptical about economic recovery rumblings, with confidence remaining flat from last month. Some popular gift categories, however, are up from a month ago.

View the latest Business Barometer information as well as 12 month of archives at our Web site.

Using Corporate Trade to Enhance Marketing Efficiency

AAAA SmartBrief | Oct 27, 2009

Join other 4A's members for a special Media Services Webinar, "Using Corporate Trade to Enhance Marketing Efficiency," this Friday, Oct. 30, at 12 p.m.

Active International's Alan Brown, Richard Vendig and Jim Porcarelli will walk you through the mechanics of corporate trade, how it works, what the benefits are, address common myths and highlight ways marketers and agencies can use corporate trade to their advantage. The discussion will include:

How corporate trade works and how it has evolved over the last few years;
Why corporate trade should be considered;
What financial and marketing benefits does it provide;
How corporate trade assures the delivery of quality media and other services;
How does a corporate trading company interact with you and your agency (processes and procedures);
What safeguards exist to ensure that what you planned is what you get;
How can you and your agency use corporate trade to your advantage; and
Discussion of common misperceptions.

This Webinar is free and open to 4A's members only. Visit our Web site to sign up today.

4A's Expands Member Service Offering With Launch of Regional Offices in Chicago and Atlanta

AAAA SmartBrief | Oct 27, 2009

As part of the 4A's ongoing effort to deliver the best possible value to member agencies across all geographies and service types, the 4A's is pleased to announce the addition of two key senior staff members.

Effective immediately, Greg Walker joins the 4A's as Vice President, Agency Relations & Membership for the Southern Region, based in Atlanta, and Laurie Stearn joins the 4A's as Vice President, Agency Relations & Membership for the Central Region, based in Chicago. Greg and Laurie are seasoned advertising professionals, both with extensive agency and client-side experience.

4A's members can learn more about their new regional office contacts on our Web site.

Welcome New 4A's Members

AAAA SmartBrief | Oct 26, 2009

So far in 2009, the 4A's has welcomed 14 new marketing communications companies into membership. These firms span a wide array of disciplines and stretch across all of the United States, from New York to California.

Listings and general contact information for these firms are now on the 4A's Web site. Please welcome these new members to the 4A's community!

Online Creative Best Practices: 10 Tips to Maximize Brand Impact

AAAA SmartBrief | Oct 23, 2009

Is online advertising broken? To some extent, yes -- but it's not beyond repair. Over the past 10 years, Dynamic Logic, a leading research company with expertise in measuring advertising and marketing effectiveness, has proven that online advertising successfully shifts brand metrics, such as brand awareness and purchase intent, when the creative is on-target. But why does some online creative continue to miss the mark, and what do clients and agencies need to know to improve and maximize their online creative's brand impact?

Join us on Tuesday, Oct. 27, 2009, at 1:30 p.m., ET, for an informative and interactive hour-long Webinar, "Online Creative Best Practices: 10 Tips to Maximize Brand Impact," featuring Amy Fayer, Research Manager in the Custom Solutions Group at Dynamic Logic.

Amy will share findings from the latest research on online creative best practices, and will present case studies on the do's and don'ts of effective online creative work, looking at the variation between the best and worst creatives (top and bottom 20%). Learn the simple rules of thumb that can mean the difference between an exceptionally successful online ad versus an ad that can have an adverse effect on a brand.

The 4A's recommends account managers, project managers, strategic planners, media strategists, data analysts, and business development teams register for this special webinar -- which is free and open to 4A's members and nonmembers. Learn more and register online at the 4A's Web site.

SAG/AFTRA 2009 Non-Broadcast/Industrial/Educational Contracts Extension

AAAA SmartBrief | Oct 22, 2009

The current AFTRA Non-Broadcast/Industrial Code and SAG Industrial + Educational Contract, both of which were set to expire on Oct. 29, 2009, have been extended for 18 months through April 30, 2011.

There is no increase in session or residual rates, however, the new agreements do include certain increases and clarifications on work produced under the contracts that is not and never has been intended for the production of commercials.

4A's members can learn more about the contract extension parameters on the 4A's Web site.

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