A year into the job, Justin Thomas-Copeland is turning a century-old trade body into a service platform with agentic tools, a GenJam for creatives and a ‘4As in your pocket’
A little over a year into running the 4As, Justin Thomas-Copeland has taken stock and is making positive changes. Sitting down on a hot day at Cannes Lions with Indie Agency News, the CEO laid out a reinvention that touches almost everything the century-old trade body does — how it’s organized, what it sells, who it serves and how fast it can move, thanks to some smart new tools.
It’s a strategy he calls “4As as a service.” Less white-glove institution and more platform brand.
“We cannot scale at the speed the industry now runs,” Thomas-Copeland said, so he’s helping to rebuild the 4As to run more like a product company that happens to be a not-for-profit org that helps the industry.
