EXCLUSIVE — For its 2026 Look Ahead report, the American Association of Advertising Agencies (4As) set out to do something different.
Traditionally, the Look Ahead reports offer observations on the agency landscape, supported by data, along with suggested solutions. However, for the 2026 edition, the 4As incorporated quotes from interviews conducted with its members.
“We wanted to bring in the voice of not just ourselves, but of some of our members, and give back in terms of how people in the industry have seen the industry,” said Justin Thomas-Copeland, CEO of the 4As. “It’s almost like [it’s] from the industry, for the industry, by the industry.”
