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A hands-on seminar that explores what agency professionals must do to deliver the solutions and services that clients need to compete in the new digitally-enabled, economically-challenged marketing environment.

The agency business model has been under assault for the past decade, and today’s economic crisis only underscores the critical changes agencies must make in the way they’re structured, the way they provide service, and the way they make money.

It’s time for marketing communications firms to come face to face with issues the realities facing our business:

* There’s less demand for what agencies traditionally have to sell.
* Clients need more help in online marketing, particularly social media, but agencies aren’t set up to provide it.
* Agencies are spending their energies above-the-line while clients are spending their budgets below-the-line.
* Agencies are stuck in a structure that churns out advertising ideas instead of business-building ideas.
* Clients are hammering agencies on price and speed for work they perceive as a commodity.
* There’s a strong movement toward accountability that agencies aren’t prepared to address.

This workshop looks at the traditional agency functions and discusses what to relinquish, what to rework, and what to reinvent. We’ll explore the new emerging functions that are reframing the agency skill set, including social media, analytics, experience design, and reputation management.

Who should attend:  This seminar is designed for agency professionals of all levels in all disciplines including account management, account planning, creative, media, digital, public relations, and other client-facing agency disciplines.

Pricing:  4A's Member: $275       Non 4A's Member: $375

  Download More Information and Program Agenda

Logistics: Contact Cecilia Graham at 212-850-0756 or cecilia@aaaa.org
Programming: Contact Bob Linden at 212-850-0750 or bobl@aaaa.org