4A's Association News
Terms and Conditions for Internet Advertising
4A's SmartBrief | Mar 19, 2010
The 4A's, in conjunction with the IAB, has developed an updated, more comprehensive "Terms and Conditions for Internet Advertising Version 3.0" to simplify the media buying process for the interactive industry.
The document encompasses the breadth of advertising platforms and tools that are utilized in the creation of an interactive advertising campaign, including performance-based advertising and user-generated content platforms.
In addition to including interactive platforms, the report contains updates in areas such as data usage, third-party ad-serving, tracking and billing, billing and payment terms, cancellation terms, editorial adjacencies, late creative and indemnity. Download the complete document and supplemental materials on the 4A's Web site.
Agency 2.5: Coming to Los Angeles
4A's SmartBrief | Mar 19, 2010
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" continues its tour across the country, coming to Culver City, Calif., on March 23. The program 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 workshop.
Professional Development Seminar: How to Sell Creative Work to Clients
4A's SmartBrief | Mar 18, 2010
Presenting creative work to clients or prospects is not as much about presentation skills as it is about selling skills. Clients need to be transformed from "creative evaluators" to "creative champions." If your clients are still caught up discussing the color and font, the 4A's Workshop "How to Sell Creative Work to Clients," March 31 in New York, will help you get your momentum moving more positively.
Topics to be covered include:
- Getting clients excited about the creative (traditional and digital), so they are willing to take a risk
- Helping clients understand the role of digital and viral campaigns
- Creating more "theater of the mind" through setup and physical delivery of concepts
- Establishing your credibility with the client
- Presenting ideas with greater impact, clarity and focus
- Helping all types of clients understand and personally relate to the creative
- Becoming more persuasive
- Projecting enthusiasm for all work (not just your own work)
- Holding the listener's attention and become more engaging
- Handling difficult client objections and questions without becoming defensive
- Presenting effectively as a team.
Media Matters: New political ad rules, historic number of competitive races could affect 2010 media market
4A's SmartBrief | Mar 18, 2010
Media buyers may find the rest of the 2010 election year to be one of the most unpredictable they have seen in many years because of the volatility and uncertainties surrounding the purchase of political advertising.
Political candidates and special-interest groups spent a record $3 billion ($100 million in new media) on advertising in 2008, an open-seat presidential election year. Such elections traditionally set the high-water mark for political advertising purchases with "off-year" elections totaling smaller amounts. This year, however, analysts are uncertain just how high media expenditures may go because of two factors that have significantly changed the political advertising landscape:
- The recent U.S. Supreme Court ruling opening the advocacy airwaves to corporations, unions and special-interest groups and allowing them to advertise right up until election day
- The unprecedented number of hotly contested House and Senate races.
Moreover, the increase in open seats without an incumbent has also led to a surprising number of contested primary races. Thus, spending generally purchased in the fall, after the Labor Day election kick-off, could begin much earlier in some states and be spread across the second and third quarters -- even into the beginning of the fourth quarter.
The 4A's Washington Office has conducted detailed analysis in who's running, who's spending, spending patterns and affected markets in this brand-new member bulletin. Read the complete article on the 4A's Web site.
4A's unveils Review Central
4A's SmartBrief | Mar 17, 2010
The 4A's is pleased to introduce a new agency review community tool called Review Central. Review Central is a Web platform that is geared to foster community discussion on agency review compliance with industry best practices and new business guidance information.
Review Central is a 4A's-sponsored site structured to facilitate advertising community commentary and the exchange of timely information on agency searches, client RFPs and new business pitches, and accommodates real-time, responsible community sharing on agency search/new business activity.
Review Central features include:
- "Home Page," free-form commentary on contemporary reviews
- "View Report Cards," reports on best and worst review practices
- "Report Card Template," the input form to use to populate review (report card) information
- "Hotline," post requests for information or assistance
- "Guidance," links to industry best practice guidance.
Review Central is a monitored site; the 4A's will review all material prior to allowing comments or evaluations to be publicly posted. Anyone is welcome to submit comments and participate in Review Central information exchanges. Contributors can elect to post anonymously or they can disclose their identity.
Be sure to check out Review Central today and submit a comment or post!
Agency 2.5: Coming to San Francisco
4A's SmartBrief | Mar 17, 2010
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" continues its tour across the country, coming to San Francisco on March 24. The program 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 workshop.
4A's Unveils Winners of First-Ever Transformers Program at Transformation 2010 in San Francisco
4A's SmartBrief | Mar 16, 2010
Recently, the 4A's welcomed the eight winners of its first-ever Transformers program to present how they would transform the advertising industry, on the main stage at 4A's Transformation 2010, the association's annual conference. Winners were unveiled throughout the General Session of the Conference on Monday, March 1, and Tuesday, March 2. The winning Transformers were:
- Sean Boyle, Global Planning Director, JWT
- Cecilia Gorman, VP, Director of Creative Services, Y&R Brands
- HighJive, Blogger, Multicultclassics
- Gareth Kay, Director of Digital Strategy, Goodby, Silverstein and Partners
- Ellen Moore, Chief Operating Officer, Carton Donofrio Partners
- Paul Murray, Creative Director, WHITTMANHART Interactive
- George Parker, Blogger, AdScam
- Antony Young, CEO, Optimedia International US Inc.
Chicago Institute of Advanced Advertising Studies starts March 24
4A's SmartBrief | Mar 16, 2010
For more than 40 years, the 4A's Chicago Institute of Advanced Advertising Studies has been training the best and the brightest in the agency business. This course is the perfect vehicle for your rising stars (i.e., the next generation of advertising leaders) to learn the ins and outs of:
- Setting marketing and communication objectives
- Exploring consumer attitudes and behavior
- Understanding brand equity and positioning
- Developing a marketing strategy
- Evaluating traditional and nontraditional media alternatives
- Communicating effectively with consumers
- Measuring results
Best of all, students develop their skills by working on an actual client assignment in a team environment (the 2010 client will be Threadless.com). The faculty, judges and mentors, recruited from leading agencies, are all seasoned veterans from their organizations who will be providing continual feedback. The course runs March 24 to June 7.
The institute is designed for junior professionals, i.e., people with approximately one to five years experience. All disciplines-account service, media, creative, research, planners, public relations, digital and direct marketing are welcome. Visit the 4A's Web site to learn more and to download a registration form.4A's Research Services Announces New Service Enhancements
4A's SmartBrief | Mar 15, 2010
The mission of 4A's Research Services has always been to connect members to critical information as quickly as possible. Increasingly, that means proactively making information available online. To that end, we have been refocusing our energies in several ways to enhance value to members, and to put even more answers at your fingertips. New service enhancements will include:
- ProQuest®, an easy-to-use, full-text database of articles from thousands of journals on companies, industries, business management, marketing topics and regional business news, will join our existing suite of research databases available for direct access by members on the 4A's Web site. It will exponentially increase the amount of content available at no charge to members.
- Web site content, Version 2.0. Members will find an expanded range of topical information and improved navigation in the retooled research section of the 4A's Web site. Look for dramatically increased and reorganized content in the coming months, including insights provided by our growing number of research partners and some other surprises in the works. For more information on the wide array of research services provided to 4A's members, as well as a peek at the new initiatives to come, please visit the 4A's Web site.
4A's unveils winners of first-ever Transformers program at Transformation 2010 in San Francisco
4A's SmartBrief | Mar 11, 2010
Last week, the 4A's welcomed the eight winners of its first-ever Transformers program to present how they would transform the advertising industry, on the main stage at 4A's Transformation 2010, the association's annual conference. Winners were unveiled throughout the General Session of the Conference on Monday, March 1, and Tuesday, March 2.
The winning Transformers:
- Sean Boyle, Global Planning Director, JWT
- Cecilia Gorman, VP, Director of Creative Services, Y&R Brands
- HighJive, Blogger, Multicultclassics
- Gareth Kay, Director of Digital Strategy, Goodby, Silverstein and Partners
- Ellen Moore, Chief Operating Officer, Carton Donofrio Partners
- Paul Murray, Creative Director, WHITTMANHART Interactive
- George Parker, Blogger, AdScam
- Antony Young, CEO, Optimedia International U.S. Inc.
New 4A's Position Paper: Software and Software Tools
4A's SmartBrief | Mar 09, 2010
On Feb. 25, the 4A's Board of Directors adopted a new position paper, "Software and Software Tools: Ownership and Use Contracting Considerations When Creating Digital, Online and Mobile Content."
The paper addresses the ownership of, and contracting considerations related to, software and software tools, provides background on how technology has changed the marketing services industry, and notes that the ownership, intellectual property and indemnification provisions of many agreements between agencies and advertisers have not been adapted to accommodate the change in the services that agencies provide.
The paper recommends that, at a minimum, the ownership provisions in agency services agreements need to carve out software-related materials. The 4A's recommends that agency agreements with clients preserve agency ownership and agency right to use agency developed software and tools.
View the complete position paper on the 4A's Web site.
Why Advertising Needs Behavioral Economics
4A's SmartBrief | Mar 08, 2010
Behavioral Economics integrates insights from psychology with classical economic theory to understand the economic decisions of consumers. Rory Sutherland, president of the Institute of Practitioners in Advertising and vice chairman of Ogilvy Group UK, makes a compelling case for agencies to adopt this newly fashionable discipline in the latest 4A's member bulletin, "Research Insights: Why Advertising Needs Behavioral Economics."
The bulletin, originally published in Campaign on Oct. 23, offers valuable new insights into human behavior and a new way to provide clients with market-moving ideas.
View the complete article on the 4A's Web site.
Agency 2.5: Coming to Atlanta
4A's SmartBrief | Mar 05, 2010
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" continues its tour across the country, coming to Atlanta on March 9. The program 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 workshop.
Research Insights: Why Advertising Needs Behavioral Economics
4A's SmartBrief | Mar 05, 2010
Behavioral Economics integrates insights from psychology with classical economic theory to understand the economic decisions of consumers. Rory Sutherland, president of the Institute of Practitioners in Advertising and vice chairman of Ogilvy Group UK, makes a compelling case for agencies to adopt this newly fashionable discipline in the latest 4A's member bulletin, "Research Insights: Why Advertising Needs Behavioral Economics."
The bulletin, originally published in Campaign on Oct. 23, offers a valuable new insight into human behavior and a new way to provide clients with market-moving ideas.
View the complete article on the 4A's Web site.
Digital Reboot: A 3-day crash course on digital, interactive advertising
4A's SmartBrief | Mar 04, 2010
The Miami Ad School's acclaimed Digital Reboot, sponsored by 4A's on March 8 to 10, will be the first course offered at the Miami Ad School's new Brooklyn facility in DUMBO (cited by Agency Spy as "the new digital advertising hotspot").
Digital Reboot is an immersive three-day workshop to help marketers and advertising pros reorient their thinking to the digital age. The course is geared to advertising agency staff with eight or more years experience in traditional marketing and advertising. The instructors are all industry rock stars, including key management from R/GA (Adweek's "Digital Agency of the Year").
Registration is open now and space is limited; 4A's members and Miami Ad School grads receive a 10% discount on tuition fee.
Find out more about Digital Reboot and register online at the 4A's Web site.
Transformation 2010 is under way!
4A's SmartBrief | Mar 03, 2010
Whether you are with us in San Francisco for the 4A's Event of the Year or living vicariously through the attendees on the Information Superhighway, don't miss a single moment of the action. Bookmark and visit the following sites to ensure you always have the latest news, insights and event happenings right on your laptop or mobile screen:
- Official Transformation Community Web site
- 4A's Events Blog
- 4A's Twitter Feed
- Twitter List for Conference Speakers, courtesy of The Huffington Post
- Twitter List for Conference Attendees
- Official Conference Hashtag: #transformation2010
Transformation 2010 Is Under way!
4A's SmartBrief | Mar 01, 2010
Whether you are with us in San Francisco for the 4A's Event of the Year or living vicariously through the attendees on the Information Superhighway, don't miss a single moment of the action. Bookmark and visit the following sites to ensure you always have the latest news, insights and event happenings right on your laptop or mobile screen:
- Official Transformation Community Web site
- 4A's Events Blog
- 4A's Twitter Feed
- Twitter List for Conference Speakers, courtesy of The Huffington Post
- Twitter List for Conference Attendees
- Official Conference Hashtag: #transformation2010
Agency Project Management
4A's SmartBrief | Feb 26, 2010
The new 4A's member bulletin, "Project Management Matters: Agency Project Management," is provided to assist agency management in developing and implementing Project Management roles and processes within their agencies.
The report explores the evolution of PM as an agency discipline and includes principles that agencies should consider in determining how it may be utilized to provide maximum benefit to the agency and its clients.
4A's members can download the complete document on our Web site.
Agency 2.5: Coming to Chicago
4A's SmartBrief | Feb 25, 2010
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" continues its tour across the country, coming to Chicago on March 11. The program 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 workshop.
Innovation: The Key to Economic Recovery
4A's SmartBrief | Feb 25, 2010
Innovation has always been the growth driver for our industry. The latest 4A's member bulletin, "Research Insights: Innovation -- The Key to Economic Recovery," provides insights and predictions about marketplace dynamics that are crucial to marketing success in 2010.
Inside the 17-page report are data on number of new products, ad spending on launches, use of nontraditional media for product introductions, factors predicting success and failure, line extension trends, top new products of the past 15 years and what's ahead for 2010. Key insights include:
- Innovation will pave the way out of recession
- Even as social media's role grows in importance, advertising is critical to building awareness and buzz for new products
- Increase in new products with an environmental focus, but consumers have concerns about "greenwashing"
- Recession has impacted consumer buying behavior for new products; manufacturers have introduced fewer new food and beverage products as they seek profits in line extensions
- Shorter development and testing time for new products because of consumer involvement through social media.
New Year, New Focus
4A's SmartBrief | Feb 22, 2010
Spotlight on Consumer Confidence and Life Changes in the February 2010 4A's Business Barometer
This month, the 4A's Business Barometer shines the spotlight on some new subjects: practicality in purchasing and focus on needs over wants. Confidence has declined nearly three points from last month, while practicality has also decreased. How do the two relate? Find out more about the 4A's Business Barometer with data from the BIGresearch® February 2010 Consumer Intentions and Actions® (CIA™) survey, conducted Feb. 2 to 9, on the 4A's Web site.
4A's Webinar: Managing Your Time for Success
4A's SmartBrief | Feb 22, 2010
There never seems to be enough time in the day to get everything done. Especially in a tough economy at the beginning of a new year, you probably find yourself with twice as much work to do with half the time to do it. This week's 4A's webinar "Managing Your Time for Success," Feb. 26 at 1 p.m. EST, will provide tangible tips to cut through the inefficiencies, maximize your output right away and transform into a more productive professional. You will even learn how to decrease anxiety by managing information overload effectively and combating any procrastination tendencies.
This engaging program will help you achieve better results with more purpose and less stress -- exactly what you need right now -- and is recommended for any manager who wants to improve his or her time-management skills.
4A's members interested in learning more about the webinar can visit our Web site for more details.
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