Decisions 2026 | Boston, MA
Wednesday, March 25, 2026
Mastering the Human + Tech Equation
Venue
Arnold Worldwide / Havas
5 Necco Street, 3rd Floor
Boston, MA 02210
FREE for 4As Members
Non-Members: $100 for the first attendee; $50 for each additional attendee from the same agency
Boston is where innovation is both a mindset and an infrastructure. Here, higher ed, healthcare, startups and advanced tech create an ecosystem built for solving complex problems with precision and creativity. Agencies serving this market don’t just adopt emerging tools; they build systems that translate deep innovation into meaningful marketing outcomes. Research grounds decisions, data is interpreted through a human lens and startup speed combined with academic rigor shapes agility. From AI-driven healthcare marketing to tech-enabled retail media and emotionally intelligent storytelling, Boston’s leaders are redefining clarity and impact in a noisy, high-stakes environment.
At the upcoming edition of Decisions 2026, we’re exploring the theme “Next Agency. Now.” with a focus on how Boston’s unique blend of disciplined experimentation and creative intelligence positions agencies to master the human + tech equation.
Join us on March 25 in Boston to examine how the city’s innovation mindset shapes the next era of the modern agency.
Time
9:30 AM - 10:30 AM
Registration and Check-In
10:30 AM
Opening Remarks
Justin Thomas-Copeland, CEO, 4As
10:40 AM
Opening Keynote: The Next Agency Playbook
The world of innovation moves at startup speed — and today’s most forward-thinking agencies are transforming to keep up. In this energizing session, discover how next-generation agencies are embracing emerging technologies, agile ways of working and data-fueled creativity to deliver exponential impact. Learn how they’re breaking down silos, co-creating with clients and partners and reimagining what it means to lead in an era defined by AI, automation and human ingenuity.
Whether you’re a founder, creative or strategist, this keynote will challenge you to rethink how your organization can move from now to next — and build the agency model of the future.
11:05 AM - 12:00 PM
Featured Presentations
Building the Innovation Engine - Technology-Driven Business Models & Innovation in Media
How can agencies design cultures and systems that drive continuous innovation? In a world where technology, creativity and client expectations evolve faster than ever, the most successful agencies are those that treat innovation not as a discipline — but as a habit.
This session unpacks practical frameworks for building experimentation into your DNA: from rapid prototyping and test-and-learn models to creating the conditions where bold ideas can scale. Discover how leading agencies are blending agile methods, data-driven insights and collaborative cultures to unlock new value for clients and teams alike.You’ll leave with a clear roadmap for embedding innovation into every brief, process and partnership — and the tools to turn curiosity into a sustainable competitive advantage.
More Sessions to Come
12:10 PM - 12:50 PM
Lunch
12:50 PM - 2:30 PM
Featured Presentations
Reinventing the Agency Martech Stack
Agencies are racing to modernize their martech stacks and harness the power of AI—but which tools are truly worth it? In this forward-looking session, explore how leading agencies are rethinking their tech strategies: what to build, what to buy and what to cut loose.
The Right to Win: Redefining Innovation on Your Terms
In a crowded marketplace, trying to be everything to everyone is a losing game. Join this session to learn how smart agencies are finding growth by honing in on where they’re strongest—then using that foundation to innovate with purpose, not panic.
More Sessions to Come
2:30 PM - 2:50 PM
Break
2:50 PM - 3:45 PM
Featured Presentations
The Modern Partnership Model
In an era of constant change, the best client–agency relationships go beyond contracts — they operate as co-creators, collaborators and catalysts for growth. This session brings together an advertiser, an agency leader and an agency search consultant to explore how partnership models are evolving: from performance-based relationships and open-scope collaborations to shared data, shared risk and shared reward. Discover what true partnership looks like in an age of transparency, agility and purpose.
Talent 3.0: Building the Modern Agency Workforce
From hybrid collaboration to skill evolution, this session focuses on how to attract, retain and empower talent for the next era of agency life.
3:45 PM - 4:15 PM
Closing Keynote: The Growth Frontier: Scaling with Purpose
Explore how agencies can scale sustainably, balancing innovation, client success and purpose. This inspiring closing keynote takes a look at how the next agency leads not just in growth, but in impact.
Closing Remarks
4:15 PM - 5:15 PM
