Justin Thomas-Copeland: The Man With a Big Job at a Pivotal Moment for Advertising

“I’ve got a lot of experience running networks in the US,” he says, his London accent cutting through the hum as The Drum caught up with him at Cannes Lions. “And I hope to bring a lot of that perspective to the role.”

Officially stepping into the job on May 7, 2025, Thomas-Copeland takes the reins from Marla Kaplowitz at a turning point for the ad business. AI is changing everything – the work, the process, the pace, the price. It’s a disruption he compares not to the arrival of the internet or social media, but something even more profound. “This is different,” he says. “I don’t think I’ve seen anything affect every part of the value chain – from product, to process, to pricing – all at once like this. And it’s happening at speed.”

That urgency is shaping his priorities. His focus? Advocacy, talent and impact – the three pillars of the 4As. But expect new energy in how those pillars are activated. “We need to be faster. We need to get our IP, our research, our point of view into the market quicker. Because that’s how fast our members are moving.”

A big believer in the power of ideas, he’s wary of how easily the industry can undersell itself, especially in a world where AI makes execution look effortless. “We need to be louder in protecting and showing the value of creativity,” he says. “It’s what sets us apart. The tools? They’re coming thick and fast. But it’s our people, our creativity – that’s the differentiator.”

He’s equally animated on the subject of pitching – or perhaps, more accurately, rethinking the whole damn process. “The pitch model was invented for a slower time. Now we’ve got project-based work, always-on demands, tactical activations… Not everything needs a pitch. So why are our members still pitching like it’s 1995?

At a time when the industry is grappling with how to price, deliver and value its work in the age of automation, his arrival signals a reset. Not just in process, but in posture. “We’ve got to find a new level of confidence,” he says. “We can’t give away the thing we do best.”

His CV is as stacked as his views are strong. From CEO of DDB North America to founding Kindrd Global – a consultancy built to help brands connect culturally – to global leadership at OPMG Health and Rapp, Thomas-Copeland brings heavyweight experience and a cross-Atlantic point of view.

He also brings deep roots. His first exposure to advertising came when he was just 11 years old, visiting his mum at work. She spent 45 years in the business. “I’d go into her agency and see all kinds of people from all kinds of backgrounds. I just loved being in that environment,” he recalls. “That’s what inspired me. That spark. That ‘Wow, I didn’t expect that’ moment. That’s the industry at its best.”

He’s keen to build on the 4As’ legacy of inclusion through programs such as MAIP and Vanguard – while making them even more expansive. “We were already looking at how to make those programs broader and more open before the cultural winds shifted,” he says. “This industry has always been inspired by difference. That’s not new. And that’s not changing.”

For Thomas-Copeland, inclusion isn’t a political checkbox – it’s a creative advantage. He sees it as core to how great ideas happen and he’s determined that the 4As remains a driving force behind building more open, representative and future-ready teams. That means evolving talent strategies, shaping curricula and staying ahead of policy shifts that affect how agencies hire, train and retain the people who make the work sing. “It’s not about the labels. It’s about making sure we’re open to the kind of inspiration that only happens when different perspectives collide.”

He’s also keeping a close eye on Washington. As part of the 4As’ policy remit, the association monitors everything from tax bills to advertising regulation and Thomas-Copeland is adamant that this work will only grow in importance. “Policy has a huge role in shaping our industry’s future. We need to be informed, connected and always advocating for our members.”

As he packs up his London base and prepares to move back to New York – now with grown-up kids and a new chapter ahead – Thomas-Copeland knows the stakes. But he’s clearly up for the fight. “I never say ‘this is it.’ I’ve done a lot of different things in a lot of different places, but if the journey has impact and it matters, then I’m all in.”

And with the industry facing more change than it has in a generation, that might just be exactly what it needs.