I stepped into the role of EVP, People, Talent and Upskilling at the 4As at a moment when the industry is facing a pivotal test. Media and advertising are being reshaped by artificial intelligence, automation and shifting client expectations. While consistent evolution has always been the norm in our field, the current unprecedented pace of change places an undeniable imperative before us. We must strengthen the talent foundations that carry creative work forward. We need to invest in people with the same intention and rigor that we apply to investing in technology and toolsets. The agencies that will win in the AI era will not be those that adopt tools the fastest. They will be the ones that invest most intentionally in their people to make the most of the technological advances. Organizations thrive when people, learning and inclusion guide decision making. Performance follows when talent is treated as the engine of innovation, not a byproduct of it.
People as the Ultimate Growth Engine
Talent is the ultimate differentiator in advertising. This is a fact, not an opinion. Though a wealth of data validates this claim, I will offer a selective set of foundational examples to illustrate the point: companies that invest heavily in human capital achieve 2.5 times higher revenue per employee than peers who do not (Harvard Business Review, The New Rules of Talent Management, 2024). The World Economic Forum projects that 50% of all employees will require reskilling by 2027, underscoring that future industry leaders are those that continually invest in talent development. The leaders of the next decade will be those who treat talent development as a continuous strategic discipline rather than a periodic intervention.
Agencies win or lose based on how well they develop and retain people. Firms with above-average employee engagement report 27% higher profitability and 21% higher productivity (Gallup, State of the Global Workplace, 2024). In advertising, where client trust hinges on relationships, 70% of clients cite team quality and stability as the primary driver of agency loyalty, more than creative ideas or pricing (Forrester, Agency Landscape Survey, 2023). So while creative ideas matter, the trust that sustains long-term partnerships is powered by people who feel developed, supported and ready for what comes next.
Every marketing brief, client interaction and campaign reinforces a single truth: people fuel creativity, innovation and resilience.
From AI Adoption to Human Advantage
As AI becomes embedded across every function, the conversation must shift from tool adoption to capability development. The real risk is not that AI will replace people; it is that organizations will underinvest in preparing people to work alongside it.
In an AI-powered industry, advantage depends on how quickly talent can learn, adapt, and redeploy skills. AI fluency must become a universal capability, not a narrow specialization. Defining core competencies by role and level creates shared expectations, accelerates learning, and enables deeper expertise where it matters most.
Technology alone does not drive transformation. People drive transformation through judgment, creativity, ethical decision-making, and collaboration. AI amplifies these qualities when talent is equipped to use it thoughtfully.
From Programs to Ecosystems
As an industry, our next chapter must move beyond one-off training sessions to continuous learning systems aligned with agency maturity. Organizations with continuous learning cultures are 92% more likely to innovate than those relying on isolated training programs (Deloitte, Global Human Capital Trends, 2023).
At the 4As Learning Institute, we are building a learning ecosystem grounded in a simple belief: today, learning should not be a standalone initiative. It should be a cultural norm. We support members at every stage of their journey, beginning with self-paced AI Essentials for those just getting started. Our Generative AI Certification Program then equips talent with the knowledge and hands-on skills needed to become fluent in generative AI. The five-week experience covers core concepts, prompt design, and workflow integration, capabilities that are now table stakes across the industry. Looking ahead, we are launching an AI Learning Companion that personalizes growth at scale, blending technology-enabled learning with the power of human mentorship.
This transformation begins at the top. Companies where executives actively sponsor learning initiatives see engagement and retention rates 4.2 times higher than those who don’t (LinkedIn Learning, Workplace Learning Report, 2023). Yet fewer than 25% of organizations measure learning beyond attendance. Those that track its impact on performance are 60% more likely to achieve business goals (Association for Talent Development, State of the Industry Report, 2023). It is clear that when learning becomes a strategic lever, it drives both culture and success outcomes.
The Call to Action
Now is the moment for agencies to elevate people strategy to the level of business strategy. The next era of advertising will be shaped by how well we align human creativity with technological capability. Agencies that invest in learning, and talent will not only endure, they will win.
In this technological era, human capital remains our most significant asset. The advertising industry can lead change, not just keep pace, by fostering a convergence of creativity, continuous learning, and inclusivity. In the age of AI, our true competitive edge continues to be the brilliance, resilience, and imagination of our people.
In this context one truth becomes clear. People, not AI, remain the growth engine. In an AI-powered industry advantage depends on how quickly talent can learn, adapt and redeploy skills. AI fluency must become a universal capability rather than a narrow specialization. Defining core competencies by role and level establishes shared expectations and enables deeper expertise where it matters most.
Sylvia Banderas Coffinet, Executive Vice President of Talent, People, and Upskilling at the 4As, is spearheading a transformative approach to how the advertising industry attracts, develops, and scales its most valuable asset: its people. With over 15 years of experience at the nexus of inclusive media and transformation, this award-winning executive has a proven track record of translating cultural insights into business growth and fostering environments where inclusion and equity directly contribute to the bottom line.
Recognized by Forbes, Hispanic Executive, and Campaign US, Coffinet is a sought-after authority on inclusion, leadership, and the future of work. She champions the belief that talent transformation is not only the next frontier for growth but also the industry’s greatest creative opportunity.
