The 4A’s, the leading trade organization of marketing communications agencies, is innovating its approach to conferences, focusing on events that address urgent issues with tangible actions, drilling-down on industry challenges to better meet the realities and needs of its members in real time. To mark the shift towards action-oriented events, the 4A’s will forgo hosting its industry-wide spring conference in 2019, and will instead host an inaugural Decisions 20/20 forum, on March 25-26, 2019 in Washington D.C. In addition, due to its popularity, the 4A’s will expand its annual Management Practitioners’ Forum (MPF) to become a standalone event, taking place on April 29-30, 2019 at the W Downtown in Chicago.
“The marketing industry is facing real challenges to its growth and creativity,” said Marla Kaplowitz, President and CEO, 4A’s. “It’s no longer enough to discuss these challenges, it’s time we identify actionable approaches to solve them. Our new approach to conferences and events will allow the industry to re-activate the right conversations and identify solution sets to ensure collaborative, transparent relationships, allowing the industry to thrive well past 2020.”
Decisions 20/20 is designed to address pressing industry issues around the intersection of data & media and technology & privacy concerns. By focusing on what’s driving the pace of change, including technology, social platforms and advances in data, Decisions 20/20 will bring the industry together to foster more trustworthy and transparent relationships that result in business growth. Given the public debate around these related issues, Washington D.C.makes the ideal venue for this forum.
The Decisions 20/20 sessions will be organized around critical keynote addresses, debate-oriented panels and smaller breakout sessions designed to leverage live learning and sharing across two days, leaving attendees with an industry action-plan.
In addition to Decisions 20/20, the 4A’s will host its annual MPF, originally an off-shoot of larger 4A’s conferences, MPF will, for the first time, function as a stand-alone event, a result of its increasing popularity among 4A’s members. MPF will feature speakers who share practical solutions, all in a forum environment that’s closed to press, allowing for off-the-record conversations and open discussion. During the forum, agency entrepreneurs will share guidance, proven solutions and suggestions on topics that challenge agency leaders in their day-to-day operations.
MPF is created for an audience of action-minded entrepreneurs, agency operations management and principals who should expect to hear concrete suggestions and actionable advice to help agencies evolve and improve their business effectiveness.
The MPF 2019 program content elevates discussion of topics that are relevant to agency leaders including:
- The Future of Marketing
- The Talent Imperative
- The Client Point-of-View: What Clients Want & Need
- The Competitive Landscape
- Agency Value Creation—Driving Growth
- Punching Above Your Weight
- Getting Paid What You are Worth
Through Decisions 20/20 and MPF, the 4A’s will bring together speakers from across the business community who can speak to the massive shifts within the industry. Details on these notable speakers will begin early next month.
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About the 4A’s
Founded in 1917, the 4A’s was established to promote, advance and defend the interests of our member agencies, their employees and the industry at large. The organization serves 700+ member agencies across 1,300 offices, which control more than 85% of total U.S. advertising spend. As the leading trade organization for marketing communication agencies, the 4A’s purpose is to help empower its members to deliver insightful creativity that drives commerce and influences culture, all while moving the industry forward. The organization provides community, leadership, advocacy, guidance and best-in-class training that help enable agencies to innovate, evolve and grow. The 4A’s Benefits division insures more than 160,000 employees, and its D.C. office advocates for policies that best support a thriving advertising industry. The 4A’s Foundation fuels a robust diversity pipeline of talent for its members and the marketing and media industry, fostering the next generation of leaders. The organization is dedicated to, and vested in, our members’ success just as they are dedicated to helping brands create, distribute, and measure effective and insightful advertising and marketing. Visit the 4A’s at www.4as.org.
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