4A's Association News
Strategy for Account Managers: How to Develop and Hone Your Strategic Skills
4A's SmartBrief | May 29, 2012
At the hands-on 4A's workshop "Strategy for Account Managers," June 5 in Charlotte, N.C., participants will learn both strategy development basics and some new tricks, including:
- Why an uncreative strategy sometimes leads to the best creative solution;
- Strategic alignment—what it is and how to make it work for you;
- Five questions you need to ask before writing a brief; and
- Six questions you need to ask before starting a new business pitch.
Media Matters: Q&A on Nielsen's Extended Screen and On-Demand C3 Measurements
4A's SmartBrief | May 29, 2012
Last year, media agencies learned about a new service from Nielsen that could break though the industry's biggest hurdle with on-demand -- a widely accepted measurement process that agencies could access and potentially use to report on-demand usage on various devices. Because there are many uncertainties regarding this new service, the 4A's member bulletin "Media Matters: Q&A on Nielsen's Extended Screen and On Demand C3 Measurements" summarizes the key issues and looks at what the new Nielsen service offers and how it can mitigate the current lack of on-demand metrics.
4A's members can download a copy of this bulletin on our website.
Making the Most of Your Career: Jump In, Stand Out, Move Up
4A's SmartBrief | May 25, 2012
In the power-packed 4A's Webinar "Making the Most of Your Career," July 12, advertising and workplace expert Brad Karsh will share the insider secrets for navigating your career successfully. Participants will learn how to create a specific plan of attack that they can implement now to yield career success in the future. By examining the unlikely career paths of modern-day CEOs like Maurice Lévy of Publicis and Irene Rosenfeld of Kraft, participants will be exposed to real examples of how these business icons leveraged their time, talent, and network to stand out and move to the top. Special pricing options are available for single registrants, conference rooms, and full-agency access. Visit the 4A's Web site to learn more and to register today.
Guide to E-Mail Marketing
4A's SmartBrief | May 25, 2012
In less than a decade, e-mail has exploded as the "killer app" of the Internet, transforming the way people communicate and the way businesses operate. The 4A's publication "Guide to E-Mail Marketing" offers a current review of e-mail as a marketing and communications channel to help capitalize on this dynamic and changing media platform. It also explores the various strategies and tactics of how e-mail could be used within a brand's overall communications plan. Visit the 4A's Bookstore to purchase a copy of this insightful publication.
Progressive Agency Business Models: New and Better Ways to Design and Run an Agency
4A's SmartBrief | May 24, 2012
The agency business model has been under assault for the past decade, and today's economic challenges only underscore the critical changes agencies must make in the way they're structured, the way they provide service, and the way they make money. The 4A's Webinar "Progressive Agency Business Models," June 18, will look at agency services and discusses what to relinquish, what to rework, and what to reinvent, including moving from "digital department" to "digital competency," from "long-term" to "real time," and from "paid" to "earned and owned." Special pricing options are available for single registrants, conference rooms, and full-agency access. Visit the 4A's Web site to learn more and to register today.
Highlights From Recent 4A's Events
4A's SmartBrief | May 24, 2012
Recently, the 4A's has held several prominent national events that have touched on matters as diverse as agency compensation, creativity, media, and public relations. Archives of many of the presentations from these sessions are now available on the 4A's Web site, either as video or audio. Visit the 4A's Web site for all of the details:
Agency Compensation Summit
Transformation LA 2012
2012 Public Relations Conference
Reinventing Account Management: "Next Practices" for Senior Agency Professionals
4A's SmartBrief | May 23, 2012
The traditional account management function at advertising agencies and other marketing communications firms is changing dramatically to meet the needs of a 24/7 digitally connected multichannel marketplace. The job of the "brand leader" is to provide the direction, proactive thinking, perspective and expertise to help clients maximize their investment in marketing. In the 4A's workshop "Reinventing Account Management," June 6 in Buffalo, NY, we will examine the skills, knowledge, habits, and approaches needed to help transform the client service discipline. This program is open to both 4A's members and non-members. Visit our Web site to learn more and to register online.
Call for Entries: 2012 4A's Jay Chiat Awards for Strategic Excellence
4A's SmartBrief | May 23, 2012
The Jay Chiat Awards are global advertising awards that recognize brilliant strategic thinking. Ten categories recognize the importance of strategy across a diverse marketing communications landscape: existing brand, new brand, new product, brand experience, communications/media strategy, social media strategy, design, for good strategy, research innovation and creative technology. The awards are open to strategy professionals in any market and in any type of communications company -- advertising agencies, media companies, research organizations and more. Do you think you have what it takes to bring home a Jay Chiat Award? Visit our Web site to learn more about the awards, meet this year's judges, and even gain a little inspiration from prior year's victors.
Research Insights | B2B Purchase Influencers and Opinion Leaders
4A's SmartBrief | May 22, 2012
The 4A's member bulletin "Research Insights: B2B Purchase Influencers and Opinion Leaders" reveals the issues of most concern to executives by industry, and which specific media outlets are most influential among government officials (both state/local and federal) and top decision makers in health care, legal, association, science, education, communications and business. If you operate in the B2B marketing world or need to communicate with government officials, this must-read publication will tell you where you can reach your target audience, what specific media influence them, and what factors weigh in on their purchase decisions for a variety of product and service categories. 4A’s members can download a copy by visiting our Web site.
Strategy For Account Managers
How to develop and hone your strategic skills
4A's SmartBrief | May 21, 2012
In the hands-on 4A's workshop "Strategy for Account Managers," May 31 in Minneapolis, participants will learn both strategy-development basics and some new tricks including, the differences between objective, strategy, "big idea," executional idea and tactic; why your client’s brief is almost always wrong, and how to make it right; how to sound even smarter than you are; and how digital strategy is different and how it's the same. This workshop is designed for mid- and higher-level account managers at marketing communication firms of all types who have clients that want them to think more strategically. Visit the 4A's Web site to learn more about this event and to register online.
Media Matters: How Agencies Are Planning to Deal With Political Advertising This Year
4A's SmartBrief | May 21, 2012
Recently, the 4A's projected that the 2012 election cycle will include approximately $9 billion in political advertising expenditures. The impact of that spending will definitely affect the media marketplace. Building upon this data, the 4A's member bulletin "Media Matters: How Agencies Are Planning to Deal With Political Advertising This Year" explores what agencies can do to deal with this activity on a local basis and how to manage advertisers' expectations. Visit the 4A's Web site to read the complete bulletin.
Media Matters/The Business Elite Executive Summary
4A's SmartBrief | May 18, 2012
While the "business elite" represent a small percentage (0.2%) of the general population, they are highly influential. Encompassing the most senior executives in the world's largest companies, they adapt to the economic ebb and flow in both their personal and business lives. They thus represent the key to profitability for many industries. The 4A's member bulletin "Media Matters: The Business Elite Executive Summary" provides details from a survey on business elite economic activity which has been running successfully in Europe and Asia for more than 35 years and also more recently in Japan, Australia and the Middle East. 4A's members can log in and download a copy of this new bulletin by visiting our Web site.
Research Insights/Observations From Transformation LA 2012
4A's SmartBrief | May 17, 2012
"Continuous change" was the constant at the third 4A's Transformation Conference, as well as complementary themes related to agency corporate culture, philosophy, talent and the convergence of technology with brand storytelling. The 4A's member bulletin "Research Insights: Observations From Transformation LA 2012" includes key take-aways from the event, highlights of excellent presentations on shopper marketing and the new business pitch process, plus other content from the closed SAMS Workshop for small and mid-sized agencies. Download a copy of this bulletin by visiting the 4A's Web site.
Strategy for Account Managers: How to develop and hone your strategic skills
4A's SmartBrief | May 17, 2012
As the communications and marketing world becomes more complex, strategic thinking has become a key agency deliverable. Unfortunately, opportunities to get training in such skills are hard to find. The 4A's professional development seminar "Strategy for Account Managers," May 22 in Austin, Texas, will give participants the knowledge base they need to approach strategic development as a leader, manager or practitioner. It will cut through strategy jargon and document real-world examples that will help your client services team become a better partner to creative, planners and clients. Registration is open to both 4A's members and non-members. Visit our Web site to learn more about the program and to register online.
Speak to Be Heard! Influencing Others to Take Action
4A's SmartBrief | May 16, 2012
Whether it's a business pitch, presentation, meeting, conference call or face-to-face conversation, how you deliver determines whether or not others see you as credible, knowledgeable and trustworthy. The 4A's professional development seminar "Speak to Be Heard! Influencing Others to Take Action," May 23 in Chicago, will help participants eliminate the static that plagues communicative delivery, and will explain the positive actions you can take to increase your impact and value to your peers, clients and associates. Registration is open to both 4A's members and non-members. Visit our Web site to learn more about the program and to register online.
Call for Entries: 2012 Jay Chiat Awards for Strategic Excellence
4A's SmartBrief | May 16, 2012
Put your best work to the test and enter the 2012 4A's Jay Chiat Awards for Strategic Excellence. The competition is open to strategists in any market and at any type of agency. Entrants can participate in 10 categories that recognize the importance of strategy across the diverse marketing communications industry: existing brand, new brand, new product, brand experience, communication/media strategy, social media strategy, design strategy, for good, research innovation and creative technology. The 2012 Call for Entries has been posted! Visit www.jaychiatawards.com to download the call and learn all about the awards.
New York City High School Opens Student-Run Ad Agency
4A's SmartBrief | May 14, 2012
Last week, the 4A's announced the launch of the first accredited advertising agency in the country run by high school students. The High School for Innovation in Advertising and Media (IAM) in Brooklyn launched IAM Advertising, a student-run agency housed at the school. The agency is in conversations with potential clients including PepsiCo and PBS as well as local retailers to produce ad campaigns. Learn more about this exciting new initiative, and about IAM, by visiting the 4A's Web site.
Mastering the Art of Advertising Negotiation
4A's SmartBrief | May 11, 2012
There is nothing more fundamental to success in the agency business than the ability to negotiate effectively. Whether it's dealing with clients on contract issues, reaching an agreement on a creative recommendation, discussing agency compensation or resolving a production budget question, effective negotiating skills can result in decisions that help everyone, client and agency alike. The 4A's professional development seminar "Mastering the Art of Advertising Negotiation," May 23 in Dallas, will cover topics such as when and how to talk about money; advantages and disadvantages of team negotiations; what to do when the client uses a consultant and more. Registration is open to both 4A's members and non-members. Visit our Web site to learn more about the program and to register online.
Pinterest Redux | To Pin or Not to Pin ... That Is the Question
4A's SmartBrief | May 11, 2012
In late March, the 4A's issued a bulletin on "How Brands Can Use Pinterest Without Breaking the Law." Since then, the site has updated its terms of service, no longer allowing the service the right to sell a user's content and also providing improved procedures for users and copyright owners to notify Pinterest of copyright infringement. The new 4A's member bulletin "To Pin or Not To Pin ... That Is the Question" addresses the impact of these changes on both agencies and their clients and provides guidance on addressing potential copyright infringement claims. 4A's members can log in and download a copy of this new bulletin by visiting our Web site.
4A's App for iPhone and iPad
4A's SmartBrief | May 10, 2012
The 4A's app serves as your mobile gateway to the advertising industry. Learn more about the latest agency news, read the latest 4A's insights and keep up to date with association developments. In addition, gain access to our extensive video archives—including Webinar archives and speaker presentations—and share content across many popular social networks, including Facebook and Twitter! The app is currently available for devices running iOS 4.0 and above. Search the iTunes App Store for "4A's" or visit the 4A's Web site to download and install the app.
Leading the Charge: Senior Agency Management Skills for a Changing Industry
4A's SmartBrief | May 10, 2012
Agency management has always been about getting things done and keeping clients happy. Sweeping industry changes, however, have produced greater agency specialization and heightened competition. In turn, this has raised client expectations and made it more difficult to attract and develop top talent. The 4A's professional development seminar "Leading the Charge," May 15 in New York, provides in-depth guidance on the skills needed to lead in the current environment. Registration is open to both 4A's members and non-members. Visit our Web site to learn more about the program and to register online.
Is your thinking brilliant enough to take home a Jay Chiat award?
4A's SmartBrief | May 09, 2012
The 4A's annual Jay Chiat Awards for Strategic Excellence are the only industry awards that specifically recognize the importance of strategy across the diverse marketing communications landscape, and via ten categories: Existing Brand, New Brand, New Product, Brand Experience, Media Strategy, Social Media Strategy, Design, For-Good Strategy, Research Innovation and Creative Technology. Think your work has what it takes? The 2012 Call for Entries has been posted! Visit www.jaychiatawards.com to download the call and learn all about the awards.
How to Write Presentations That Clients Actually Like
4A's SmartBrief | May 09, 2012
The only thing worse than sitting through a painfully boring presentation is actually delivering a painfully boring presentation. The reality is that great ideas never sell themselves -- they must come to life in the presentation. The 4A's professional development series Webinar "How To Write Presentations That Clients Actually Like," May 17, will share real agency "before and after" PowerPoint slides so that participants can learn from examples and will also provide insight into the client's perspective on what works and what doesn't in a presentation. Special pricing options are available for single registrant, conference room, and full agency access to the Webinar. Visit the 4A's Web site to learn more and to register online.
First quarter 2012 Accounts in Review Analysis
4A's SmartBrief | May 08, 2012
The 4A's maintains an analysis of published agency review/search activity. The 2012 Accounts in Review analysis includes:
- The account in review, winner (if known), incumbent & finalists;
- The nature of agency services that were reviewed;
- Approximate billings and/or agency revenue/gross income;
- The search consultant involved, if applicable; and
- The marketer’s business sector, designated by 32 categories.
The information is provided on a spreadsheet so that members can readily sort the data. Visit the 4A's Business Development Blog to download the latest AIR analysis.
From Concept to Channel: Inspired Digital Strategy
4A's SmartBrief | May 08, 2012
Fundamentally, there are three steps to understanding and implementing a successful digital strategy: a solid and deep understanding of the impact of technology on client business; thoughtful consideration and implementation of emerging communication strategy shifts; and the creation of a digital brand strategy involving clear objective setting, insight generation and leveraging the brand purpose. The 4A's professional development seminar "From Concept to Channel," May 18 in El Segundo, CA, will explore the digital ecosystem to see how brand marketing goals can be effected by their online strategy and identify the ways digital is changing the customer journey to purchase. Registration is open to both 4A's members and non-members. Visit our Web site to learn more about the program and to register online.
Media Matters/Video Without Borders: Fluidity = Equality?
4A's SmartBrief | May 07, 2012
While the idea of video consumption across screens is certainly not new, this year there seems to be a palpable difference in the emphasis being placed on fluidity of dollars across video outlets. Is a video impression online equal to a video impression on television? Should agencies and marketers embrace video fluidity or take a wait- and-see approach? The 4A's member bulletin "Media Matters: Video Without Borders -- Fluidity=Equality?" highlights a number of industry developments that should be considered when thinking about a world of video across screens. There could be no better time for exploration and experimentation. 4A's members can log in and read this bulletin on our Web site.
Do you have an advertising-related legal question?
4A's SmartBrief | May 04, 2012
The 4A's Legal Consultation Program is now in its 12th year. Within the parameters of the program, members may call upon some of the country's leading advertising and marketing communications law firms for answers to advertising-related questions, at no cost. The feedback from the participating law firms and the 4A's members who have utilized this service has been excellent and, as such, we would like to take this opportunity to remind 4A's members of this value-added program and to provide you an updated list of participating law firms. Visit the 4A's Web site to learn more about this program, and to download the list of participating firms.
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