Professionals discuss whether agencies are not selling their most valuable asset There is a growing debate in the ad industry over whether agencies are sacrificing the creative product by focusing too much on data and analytics to better compete with consultancies. Organizations including the 4A’s and ANA have long been proponents of simplifying the pitch process […]

NEW YORK, March 12, 2024 /PRNewswire/ — As the leading U.S.-based advertising trade association, serving more than 600+ members nationwide, the American Association of Advertising Agencies (4A’s), announced today the appointment of Cathy Chan Butler as Executive Vice President of Talent, Equity & Learning Solutions with the goal of addressing the changing needs and future of talent for agency […]

From AI to elections, the AAF, ANA and 4A’s share their views on the big questions facing marketers and agencies in the year ahead with LBB’s editor in chief Laura Swinton 2024 has barely begun and it’s already shaping up to be an interesting year for the US market. AI technology is accelerating, marketers are […]

Love them, hate them or tolerate them, “made-for-advertising” sites have had targets on their backs since the early summer, causing media buyers, advertisers and SSPs to make sweeping proclamations that they were blocking any and all MFAs from their programmatic ad buys. Last fall, a loose definition that included some criteria for identifying MFA sites was created by a group of trade […]

While agencies are carefully assessing alternative currency initiatives, the 4A’s Measurement Committee believes that the advertising industry is not yet prepared to move to multi-currency national TV demo-based ratings in 2024. There are a multitude of factors and barriers that appear likely to prevent the adoption of additional currency solutions in the marketplace. This 4A’s […]

Federal agencies and states have been making changes since the U.S. Supreme Court overturned Roe v. Wade By Alison Pepper When the Supreme Court effectively overturned Roe v. Wade in the summer of 2022, the political repercussions that followed were visible and high profile. Fierce ballot fights in Kansas, Ohio and Michigan; the election of a new liberal […]

Fifteen people struggling to break into the industry describe being ghosted and seeing their mentors laid off Layoffs, marketing budget cuts, job interviews that go nowhere—this is the bleak picture the industry is painting for its next generation of professionals, and it could end up costing agencies and brands top talent. 4A’s CEO and President […]

In the dynamic world of advertising, staying ahead of the curve is paramount. Marla Kaplowitz, President and CEO of the 4A’s advertising agency trade association, recently shared her insights on current trends and future directions in an interview with Jack Myers for his Legends & Leadership series. Her expertise covers a spectrum of issues, challenges, and growth […]

AI/GenAI was one of the central themes at the recently concluded CES 2024. We’ve captured our observations on this ubiquitous technology and the opportunities for agencies in the 4A’s CES Recap. Immersive entertainment, healthcare technologies and the post-phone era were other notable themes. Amidst the chaotic swirl of demos and announcements all claiming to be […]

In this episode, Audrey sits down with Marla Kaplowitz, CEO of The 4A’s, to explore the impact of generative AI, data privacy, and the evolving landscape of talent in the age of automation. Join the conversation as they navigate the storm of technological revolution, uncovering insights that shape the future of marketing. Watch the Episode […]

Expert voices from associations and consultancies, including The 4A’s and Deloitte Digital, give LBB’s Ben Conway their 2024 outlook on AI in adland and reflect on last year’s AI popularity spike Today, we hear perspectives from the bodies around the world who have made it their business to advocate for, advise and inform the industry’s […]

The 4A’s has issued its annual “Look Ahead” report for 2024 and not surprisingly, helping members “tame the AI beast” is a top priority for the organization. A lot of focus on the impact of AI (and more recently generative AI) on agencies has been about the creative impact but as 4A’s CEO Marla Kaplowitz […]