News & Views | 4A's

Need an easier way to follow us and the industry? 4A’s SmartBrief might be for you.

Multi-Currency National TV Demo-Base Ratings Not Ready For Prime Time

MTD Cover

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 […]

PRIVACY LAWS AND HEALTH CARE MARKETING—4 WAYS BRANDS CAN MANAGE EMERGING COMPLIANCE REGULATIONS

Roe-versus-Wade

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 […]

AD STUDENTS AND ENTRY-LEVEL JOB SEEKERS FACE BLEAK PROSPECTS

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 […]

Unlocking Inspirational Leadership With Marla Kaplowitz

In this interview with Digital Surgeons, 4A’s President and CEO Marla Kaplowitz shares insights from her 30+ years of experience in the advertising industry. She provides advice for young leaders on developing their leadership style, dealing with challenging business situations, and managing teams. The interview offers an inside look at leading advertising agencies through volatility […]

Super Bowl 2024 | The Game, The Ads, The Post-Game Actions

Find out the top 2024 Super Bowl ads and why, according to 4A’s Research annual Super Bowl Survey.

State Appeals Court Rules California Privacy Regulations Can Take Effect Immediately |

On February 9, 2024, the California 3rd District Court of Appeals reversed a state trial court decision that delayed enforcement of the California Privacy Rights Act (CPRA) regulations by one year. The appeals court decision means that now all final CPRA regulations are immediately enforceable, as opposed to a March 29, 2024 deadline imposed by […]

Exploring the Future of Advertising: Insights from 4A’s CEO Marla Kaplowitz

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 […]

Marla Kaplowitz Discusses the State of Business Today with The Internationalist’s Deborah Malone

Internationalist-Marketing

4A’s President and CEO Marla Kaplowitz had a wide-ranging conversation with Deborah Malone spanning a number of topics on all our minds: the agency-client relationship and the pitch process, the adoption of Generative AI, talent retention and training, compensation models, sustainability, the legal landscape and more. Marla also shares her biggest wish for the industry […]

WHY AGENCIES ARE QUIETLY LAYING OFF MID-LEVEL AND SENIOR EMPLOYEES

Shops including R/GA, Ogilvy, Grey, Huge, Anomaly and Mother cut staff in January as they restructure, adapt to shrinking client budgets and deal with client losses Agency employees who survived last year’s wave of layoffs are once again holding their breath as cutbacks resume. “We continue to hear of challenges for some agencies regarding the […]

AGENCY ACQUISITIONS ARE HEATING UP—WHO’S BUYING AND WHICH ONES MIGHT BE SOLD NEXT

Specialists in ad tech, influencer marketing, design, performance marketing and AI may be up for grabs in 2024 In the span of three short months, Omnicom acquired Flywheel Digital, consultancy Globant took a majority stake in Gut, Interpublic Group of Cos. sold two legacy agencies—Deutsch New York and Hill Holiday—to Attivo Group and Accenture Song announced plans to acquire Work & Co. […]

CES 2024 Recap

CES

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 […]