Agency Search 
Site Search 4A’s Marla Kaplowitz on 3 ways agencies can navigate the uncertain economy
Benjamin Franklin once said, “An ounce of prevention is worth a pound of cure.” This year, many organizations have in one way or another contemplated how to prepare their business for broader economic changes, including downturns. According to Digiday+ Research, 53% of agencies think a recession will occur in the next six months, and 66% […]
4A’s and ANA | Agency Search Simplification Report
The search process by which a client identifies an advertising agency partner has become complex and painful for both clients and agencies, with many wondering how it can be improved.. In late 2021, the ANA and the 4A’s developed a joint working group to understand the challenges with agency search and consider how it could […]
The 4A’s Latest Mission: Drawing Up ‘Recession Proof’ Plan For Agencies
Whether the U.S. and other countries are in a recession or soon headed for one is being debated by experts, but there’s no argument that inflation has soared this year, economies around the world are slowing down and the financial markets are in bear territory. The good news for the ad industry is that advertising […]
4A’s Submits Written Comments Highlighting Agency Concerns with Revised FTC Endorsement Guides |
On July 26, 2022 the Federal Trade Commission (FTC) published a notice in the Federal Register soliciting public comment on its Guides Concerning the Use of Endorsements and Testimonials in Advertising (“Endorsement Guides”) (Document ID: FTC-2022-0047-0001). The FTC’s recommended updates to its Endorsement Guides are intended to reflect “the new ways that advertisers now reach […]
The 4A’s, McCormick and Fitzco on how culture drives creative decision-making
In partnership with The Drum, the 4A’s created a content series titled ‘Convene. Challenge. Change,’ which investigates brand/agency relationships, as well as the trends of the day. In this episode, 4A’s president and chief executive officer Marla Kaplowitz sits down with Alia Kemet, senior vice-president, global creative and digital transformation, McCormick & Company, and […]
How Agencies Can Open Doors for Rising Latinx Talent
Tear down barriers and invest in external programs, industry leaders advise For the Latinx community, the ad industry is still unwelcoming. Just 8.9% percent of ANA members are Hispanic, whereas Hispanics comprise 23% of the U.S. population, according to the organization’s 2021 advertising and marketing industry diversity report. The problem doesn’t start and stop at hiring. […]
Brands Find It Painful to Address Agencies’ Most Pressing Pitching Problems
Pitching for new business is filled with problems. Pitches are too long, often dragged out for no reason, expensive and filled with secrecy and a lack of communication and feedback. A new initiative from the 4A’s and ANA reveals why brands and agencies bemoan the process: they aren’t even remotely on the same page. Adweek […]
California Legislature Wraps: Privacy Policy Highlights that Agencies Should Know |
The California Legislature adjourned on August 31, 2022, ushering in near final policy decisions on several privacy issues that will impact agencies and the advertising industry for years to come. AB 2273 – The California Age-Appropriate Design Code Act (AB 2273) Mirroring the UK’s Children’s Code, California’s AB 2273, the Age-Appropriate Design Code Act, was […]
California Legislature Enacts Expanded Pay Transparency & Data Reporting Requirements |
The California Legislature passed SB 1162 on August 30, likely ushering in new pay transparency and data reporting requirements for California businesses. Similar to New York City’s and Colorado’s pay transparency laws, SB 112 would require employers with 15+ employees to disclose good faith pay scale information for a position in all job postings, including […]
California Enacts Age Appropriate Design Code Bill for Children’s Privacy Boost |
Mirroring the UK’s Children’s Code, California’s AB 2273, the Age-Appropriate Design Code Act, was introduced earlier this year with the intent that “[c]hildren should be afforded protections not only by online products and services specifically directed at them, but by all online products and services they are likely to access.” The bill contains provisions for […]
StratFest 2022 Shows That Both Strategy and the 4A’s are Reinvigorated
Does strategy have a place in a data-driven, automated marketing world? It’s a question that I’ve been asking my peers over the past few years and one that hung over the 4A’s StratFest Conference held this week in New York City. The overwhelming answer to that question, at least in a room full of agency strategists, was […]
House Democrat Introduces Bill to Eradicate Federal Tax Deduction for Fossil Fuel Advertising |
On August 19, Congresswoman Katie Porter (D-CA) introduced legislation, the End Subsidies for Fossil Fuel Advertising Act (H.R. 8737), that would end federal tax deductions for advertising oil and gas. If enacted, it would be effective starting the first taxable year after the date of the enactment. Advertising is a traditional business expense and most […]