Building a Digital Training Program

April 25, 2013
8:30 AM - 5:30 PM EDT
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Advertising currently faces an epidemic of digital illiteracy. Several generations of professionals have been left behind. Where do they go to learn? For the past decade, employers have underinvested in formal education for employees. Most learn on the job. But many professionals have not advanced their thinking, knowledge or skills to keep pace with technology. This workshop explores ways to design educational programming to infuse digital literacy across your agency.

When it comes to ever-changing digital tools and platforms, people don’t know what they don’t know, even if they know they need to know more. Still, ignorance or fear may keep your staff from raising their hands to get the help they need, or budgets may limit the kinds of training you can make available.

This workshop helps agency leaders understand the components of building an internal training program leveraging skills and competencies they already have on staff to address gaps in learning elsewhere in their organizations.
You will learn ways to assess your staff’s digital skill levels, gather “buy-in” from the top, use data to shape programming, and gather external and internal talent to instruct and plan a comprehensive program for ongoing digital learning. Become a part of the growing agency movement in talent investment through education and cultural change.

Who Should Attend
•  Learning and development staff
•  HR
•  Department and team leaders
•  Change-makers and other leadership-types

About Your Seminar Leaders
Allison Kent-Smith co-launched Boulder Digital Works, a school for post-graduate digital education. She held director of digital development leadership positions at two agencies – Goodby Silverstein & Partners and Crispin Porter + Bogusky. In 2010, she launched ED, an embedded proprietary digital education program for employees and clients at Goodby, Silverstein & Partners in San Francisco. Dr. Lori Kent is a creativity and adult learning expert and works as learning experience director at smith & beta.

Seminar Schedule
8:30 AM    Registration and Continental Breakfast (included in registration fee)
9:00 AM    Seminar begins
12–1 PM   Lunch (included in registration fee)
5:30 PM    Seminar concludes (approximately)

Event Location
1065 Avenue of the Americas
(Enter at either 111 W 40th Street or 110 W 41st Street)
New York, NY 10018
(212) 682-2500

Adobe  Download Program Agenda 

Registration is open to 4A's members and non 4A's members.

Registration Fees
$650 per person, 4A's members
$750 per person, Non 4A's members

Cancellation Policy
Excluding a $25 processing fee, refunds will be granted only if requests for cancellation are received by 4A’s in writing by Thursday, April 18, 2013. No refunds will be allowed after this date; substitutions will be allowed provided arrangements are made with 4A’s.


Contact Cecilia Graham at 212-850-0756 or
Programming: Contact Bob Linden at 212-850-0750 or