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 […]

The October event will also focus on media, creativity, health care and private equity In July, a survey by the 4A’s found that the number of agencies run by white executives increased to 90%. In May it was reported that ad spending on diverse-owned media was just below 2%. In 2022, the ANA reported that just over 7% of […]

4A’s CEO Marla Kaplowitz lays out what to expect. In the dynamic and ever-changing agency landscape, navigating perpetual disruption demands an open-minded yet cautious approach — given the rapid pace of change that can be expected throughout any year.  This year will be no exception. Continue reading on Campaign.

AI presents an existential threat to agencies that don’t adapt, says 4A’s president and CEO Marla Kaplowitz The annual 4A’s Look Ahead report outlines the industry trends that will impact agencies the most throughout the next year. The latest version of the report, released today, homes in on the biggest threats facing agencies right now. […]

The Department of Labor (DOL) released its new, much anticipated independent contractor rule (IC rule) on January 9, 2024. The final rule changes DOL’s legal assessment criteria for whether a worker is an employee or an independent contractor under the Fair Labor Standards Act (FLSA). Under the FLSA, employees are entitled to minimum wage, overtime […]

On December 20, 2023, the Federal Trade Commission announced a new Notice of Proposed Rulemaking (NPRM), which would update the Children’s Online Privacy and Protection Act (COPPA) rules regulating children’s online data privacy at the federal level. COPPA imposes certain requirements on operators of websites or online services directed to children under 13 years of […]

The major themes and pressing issues that will be tackled at the first advertising and technology gathering of the year. CES 2024 will commence in Las Vegas on Monday, the annual consumer technology trade show that the advertising industry piggybacks to establish tech credentials and troubleshoot the most pressing challenges ahead. Continue reading on Campaign.

From preparing for back-room conversations to sifting through show floor gadgets, here’s how AI will show up. If you’re interested in AI and attending CES, you’re in massive luck. The technology will be “really embedded and infused into everything at CES,” said Marla Kaplowitz, president and CEO of 4A’s, the advertising trade group. Continue reading on […]

From more alignment on pitches to exploring new business models, agency CEOs and marketing leaders share their resolutions for a better working relationship in 2024 in this two-part series. Once an agency and client have decided to work together, that’s when the work really begins. Like any relationship, agency-client partnerships require constant work, open communication […]

From more alignment on pitches to exploring new business models, agency CEOs and marketing leaders share their resolutions for a better working relationship in 2024 in this two-part series. Advertising is a people business, and agency-client relationships are at the crux of it all.  These relationships start — and sometimes end — in the pitch […]

A look at the progress some agencies have made in bringing more diverse professionals into advertising Four years since the racial reckoning of 2020 that drove many agencies to introduce mentorship programs, there has been some progress in bringing more diverse professionals into advertising. Yet agencies are still struggling to retain the employees of color they do recruit and […]

AI is not new to agencies. Many of the digital tools we interact with every day are powered by various types of AI. Generative AI (GenAI), on the other hand, is relatively new, and the challenges the technology presents are profound. With technology that moves so quickly, tactical advice is likely to change often and […]