Being a valuable partner for our clients means that we’re always getting smarter in our work to deliver maximum results. Our growth strategy as a full-service, integrated agency requires that all of our team members level up their knowledge around critical areas such as creative strategy, media, analytics and generative AI. That’s why we encourage ongoing training for all employees and why we were attracted to the 4A’s new subscription approach to access their professional development offerings.
The subscription pilot: A strategic fit for JPL
The 4A’s Learning Institute is one of the most respected sources of training for the advertising industry, and this pilot program was developed with key goals in mind:
- Help agencies train emerging talent
- Equip managers with essential leadership skills
The subscription approach removes the need to have financial approvals for each training request, empowering managers and team members to quickly access targeted training. And as part of the pilot, JPL has the chance to provide direct feedback to the 4A’s—we’re helping to shape future offerings that will benefit other independent, full-service agencies.
“JPL is always first in line to try new things that will improve their agency and the results they get for their clients, so it made perfect sense to extend them an exclusive invitation for our subscription pilot.”
Mollie Rosen, 4A’s, President, Member Experience
Making the most of our access to training
Since July 2024, 49 members of the JPL team—nearly half of our staff—have participated in courses across a range of subjects. To date, they’ve collectively completed over 320 hours of training in several areas that are highly relevant to our business, including:
- Media and data analytics: Our team needs to stay on top of analytics trends to make data-driven decisions and optimize client campaigns. For example, having our account teams train in this area gives them more insights into audience behaviors and ad performance.
- Generative AI: As AI rapidly evolves, it’s crucial for us to understand how to integrate these tools responsibly and effectively. Specifically, our creatives and strategists are exploring the potential of gen AI in shaping campaigns and creating engaging content.
- Leadership and management: Everyone benefits from strong leadership skills. From entry-level staff up through our most seasoned managers, developing these skills across the board helps us build a more resilient and adaptable team.
This focus on diverse, high-impact topics means that our learning efforts align closely with the needs of our clients and the evolving demands of the industry.
In addition to valuable topics, the program includes a variety of formats, allowing our team to choose the format that best fits their learning style and schedule.
- On-demand, self-paced courses
- Live sessions led by instructors who are experts in their fields
- Cohort-based certification programs where learners from multiple agencies collaborate over several sessions
JPL’s culture of learning
The 4A’s subscription program is just one avenue our team members take to continuously evolve their skill sets. JPL employees can request training from other organizations as needed. Plus, we have a robust internal development program called Evolution Sessions where team members share new ideas and strategies as well as present successful work.
Pairing our participation in the new 4A’s pilot program with our long-standing approach to training has had a significant, immediate impact on our agency. By making professional development easily accessible, we’ve removed barriers and opened growth opportunities for our team. We’ve empowered our people, created a more collaborative learning culture and seen tangible results in the work we produce for our clients.
The subscription program for the 4A’s Learning Institute is rolling out to all 4A’s members starting in 2025.
