June 23, 2020 The question on the mind of many marketers is how COVID-19 is changing consumer behavior and sentiment. Will brands recognize their consumers post-pandemic? New analysis by MediaCom of the U.S. during the pandemic, and a look at countries further ahead in recovery, shows that just as we have always been a nation […]

August 10, 4 — 5 p.m. ET Exclusive for 4A’s Members Times of crisis are a true test of one’s leadership ability, and the broad impact of the pandemic across all aspects of business and life brings unique challenges to any leader. Join Marla Kaplowitz, President & CEO of the 4A’s, in this discussion on […]

4A’s Marla Kaplowitz and ANA’s Bob Liodice joined virtually on May 4 for “Joining Together for Growth,” a conversation hosted by Jack Myers of MediaVillage. Their wide-ranging discussion included such areas as common goals and challenges, preparing for recovery after the current crisis, diversity, activism, and their respective visions for their organizations. Watch their conversation […]

As the coronavirus crisis continues evolving, “Timing and tone is the key to achieving resonance,” 4A’s President & CEO Marla Kaplowitz writes in MediaPost. “There is no one-size-fits-all answer.” In her op-ed, Kaplowitz proposes ways for the industry to move forward together, including keeping an eye on the long-term, recommitting to purpose and talent, putting […]

Since the coronavirus crisis began, the 4A’s has published a number of reports, guidance papers, and webinars to help agencies understand how to work within the confines of the new reality. We also reached out to member agencies to understand the impact the health crisis was having on agencies, their employees, and their clients. The […]

Marketing Accountability Standards Board (MASB) has published “Marketing’s Vital Role in Tackling the Covid-19 Pandemic,” which outlines “five essential areas of action marketers can take to support consumers during this anxious time and—as quickly as possible—foster an economic recovery afterwards.” Points include disseminating valuable information, making sure messages are appropriate for the moment, and preparing […]

The 4A’s Multicultural Advertising Intern Program (MAIP) may look a little different this year, but the show will go on, Campaign US’s Michael Heusner reports. “We went from celebrating our largest fellowship in history—a 38% increase from last year, more agencies and partners commitments—to rebuilding the entire program to engage with our fellows and agencies […]

The Culture Lab, a think tank of member agency Alma in Coconut Grove, Fla., has released its Quarterly Cultural Digest with its first look at the impact of the coronavirus pandemic on multicultural consumer groups in the U.S. “Even amidst a pandemic, at Alma we look at the world through the only lens we know […]

In this interview with Beet.TV—conducted, naturally, via Zoom—Marla Kaplowitz, President & CEO of the 4A’s, says the creative agencies are pivoting quickly during the crisis, scrapping advertising that is out of step with social distancing and other realities of the pandemic. This shift is fostering a period of creativity, Kaplowitz says, where taped productions are […]

“When you’re dealing with a situation that has no map, we need to create the map—and the map is created through creativity,” Havas CCO Harry (“Bee”) Bernstein tells The Drum. “I believe in the power of creativity. That’s why I took this career and now…creativity is needed more than ever.” In this interview, Bernstein shares […]

Sean Donovan, president of TBWA Asia, shares six pieces of advice in Campaign Asia for work during the crisis, based on the wisdom of John Maynard Keynes, Sir Alex Ferguson, Eeyore, and Yoda.