Arthur Sadoun says the industry needs to stop feeding its own doom loop. The 4As chief agrees – but he’s also putting real infrastructure behind the optimism, from self-serve AI tools to a full product rethink.
Justin Thomas-Copeland, chief executive of the 4As, wouldn’t put it quite so bluntly. But after 70 conversations with founders and CEOs since October, he has landed in a broadly similar place: yes, the model is changing fast, but no, this is not an industry in terminal decline.
“I absolutely believe that this industry is here to stay,” he tells The Drum. “It has a great future. It’s just going to be a different shape, a different pace.”
That “different shape” is exactly what he is now building the 4As around.
Less trade body as grand old institution. More service platform, product engine and utility layer for agencies navigating AI, margin pressure and a very different talent market.
It is a notable evolution for an organization now in its 108th year.
