Collaborator. Associate. Colleague.
(Call ’em what you like.)
With good partnerships, you can work miracles.

Establishing and maintaining partnerships is a critical part of agency life, and there are all sorts of ways we can help.

Our forums, committees, and councils gather professionals across agency types and specialities to discuss a broad array of topics. Need to discuss social engagement with like-minded marketing minds? Check. Have questions about branded content? We got that, too. And a whole lot more.

We can also help you network and learn at the same time, with seminars and workshops offered by our Learning & Development group.

View the latest from 4A’s Partners

4A’s Agency Prospect Assessment Guidance

The 4A’s New Business Committee has developed new “Agency Prospect Assessment Guidance” to help facilitate more consistent and efficient implementation of longstanding 4A’s guidance regarding the appropriate level of thoughtful consideration and discussion prior to engaging in a review.

RSW/US Agency New Business Thought Leader Survey Report

This RSW/US report provides perspective from 164 agency executives on questions posed by six agency new business thought leaders. Topics covered include: new business director’s skills and responsibilities knowledge of prospect’s budgets new agency services planned for upcoming year priorities for reinvesting in your agency formal new business plan scope of work vs. scope of […]

Tom Finneran of 4A’s on Advertising Agency Pitching

Research Services

Peter Levitan’s interview with Tom Finneran, EVP 4A’s Agency Management Services, covers a wide range of topics including: Lack of efficiency in the pitch process Benefits of streamlined RFIs Cultural compatability as a differentiator Project vs. AOR reviews How often to pitch Benefits of developing agency intellectual property.

Defining Moments in Agency History | Birth of the RFP

Research Services

Learn the history behind the RFP in this piece written by Marsha Appel, SVP Research Services.

How to structure your RFI

Research Services

Greg Straface of PJA Advertising + Marketing provides a detailed outline of what a marketer should include in an RFI for an agency review.

Webinar: Improving Agency Relations with Marketing Procurement – Mary Ann Brennan

Procurement thought leader Mary Ann Brennan (Sr Director Global Procurement, Mattel, and ANA Agency Relations Committee Co-Chair) shares information and suggestions related to improving agency relations with marketing procurement with the 4A’s community, via a complimentary members-only webinar sponsored by the 4A’s Western Region New Business Committee.

Webinar: New Business Committee Q2 2017 – The State of Agency Business Development

In this recorded webinar Randy Cohen, President & COO of Advertiser Perceptions discusses findings from the recently released report “The State of Agency Business Development.”

New Business Tools: 2017 Report

This survey from Mirren and RSW/US focuses on the effectiveness of different tools that agency executives use to support their new business efforts. It covers the following tools: social media, CRM/contact management software, research services, prospect/contact list building software, email marketing services, inbound marketing platforms,  proprietary tools, meeting/web conferencing software and content development tools.

4A’s Transformation | Monday April 3, 2017 — The 4A’s Partner Awards


View the 2017 4A’s Partner Awards ceremony, which closed the first day of Transformation’s general sessions.

The Most Searched Agency Services According to the Time of Year

Research Services

In this report from Agency Spotter you can learn the types of agency services that marketers have been searching for and how they differ by time of year.

The 4A’s Reveals Winners of the 2017 Partner Awards

Marketing & Communications

The 4A’s, the leading trade association representing the advertising agency business, closed out the first day of its flagship conference, Transformation, by unveiling the winners of the third annual 4A’s Partner Awards.

The State of Agency Business Development

Advertiser Perceptions partnered with the 4A’s to query marketers on the current state of the advertising agency business. 77% of respondents believe the role of lead agency is important. Some highlights from the survey include: Agency search methods Agency selection criteria and decision makers Client relationship preferences Marketer procurement practices Emerging agency trends

Fuel Lines

Research Services

View Fuel Lines, a blog by Michael Gass, for ideas on the use of social media to fuel agency new business.

Advertising Industry to Gather in Los Angeles for 4A’s Transformation Conference and to Celebrate Association’s 100th Anniversary

Marketing & Communications

The 4A’s will host its annual Transformation conference beginning on April 3 at the JW Marriott in Los Angeles. A must-attend advertising industry event, Transformation is recognized as a world-class production where thought leaders, visionaries and C-level executives from various disciplines within the marketing, media and agency businesses come together to share knowledge, insights, experiences and success stories.

Ad Agency: 6 Winning Presentation Reminders

Research Services

Bob Sanders of Sanders Consulting Group provides six key reminders for getting your next presentation right.