
4As Marla Kaplowitz Discusses an Agency Business Amid Constant Change
Ask Marla Kaplowitz about her outlook for the agency business in 2025, and she’ll begin by reminding you that ad agencies operate in a constantly evolving environment. In fact, she says, “They often do their best work and deliver their greatest value during periods of significant change.”
While she alludes to volatility and uncertainty throughout the world, she also discusses how she’s inspired by the bravery and confidence so many agencies exhibit. Marla views her role as CEO of the 4As (American Association of Advertising Agencies) as an advocate who ensures that today’s agencies have the resources to grow successful businesses as they continually stretch to serve ever-increasing client needs.
She does have several critical items on her New Year agenda. First among them is an agency “compensation reset” that goes beyond the typical Full-Time Equivalent (FTE) standard. Another may be to emphasize that many different agency business models exist; each provides various solutions for differing needs.

Client-agency relationships and the state of new business pitches are always topics that concern the 4As.
Yet Marla Kaplowitz, through years of experience, continually provides a balanced and optimistic approach to the thorniest issues and makes solutions seem straightforward.
She asserts that clients should better understand how to manage agencies so they encourage their best work. Agencies could also develop middle management to drive teamwork, innovation, and staff longevity.
UPDATED 4As LOGO & REDSIGNED WEBSITE
The 4As also started 2025 with a refreshed logo that reflects a small but significant change: no more apostrophe between the “A” and the “s.” While a pet peeve for many and considered ungrammatical, it created challenges when referring to the 4As in the possessive. The updated logo is cleaner and more dramatic.
The new logo, highlighted on a new 4As website, launched on January 8.
The refreshed brand look and feel are more reflective of the 4As with a new typeface and other fine-tuned updates that complement the new website.

Months in the making, the redesigned 4As website includes a host of new and improved features built with members in mind, including improved navigation and search, an intuitive design, and an enhanced member hub to help members access and leverage their benefits more easily. The goal overall is a smooth and seamless member experience at every touchpoint.

Today, she anticipates how events in 2025 will impact the business, and interprets the milestones of the past year. CLICK FOR FULL VIDEO INTERVIEW.
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In our conversation, we discuss the following:
- Before we start with your thoughts about the year ahead, let’s turn to the past year. How would you characterize 2024 for the agency business? And what do you see as the greatest strides agencies have made recently?
- Certainly, one of the pivotal events was the Omnicom-Interpublic merger announcement. How did your members react?
- Everyone seems to be asking, “Is bigger is better?” What do you say? Does this affect the other holding companies or make more space for independent agencies?
- If this mega-merger is approved, does this change the agency business? Or the media business?
- Are agencies at an inflection point regarding their services and how they earn their revenue? For example, is the Creator Economy or Retail Media significantly impacting their businesses?
- One can’t have a conversation today without mentioning two letters—AI. Is AI fundamentally changing the agency or marketing business? Or are agencies embracing GenAI technology to make their ideas better?
- How would you characterize client-agency relationships now? And are new business pitches continuing to get more prolonged and more expensive?
- Where are the opportunities for agencies in 2025? Are your members optimistic about the new year?
- What new programs are the 4As implementing to help your various member needs?
- If you had a wish list for the industry and a limitless budget, what would you do?
- Finally… What ONE WORD (or phrase) do you believe will characterize the coming year?
- And on a personal note, I applaud you for saying that an association leadership role should not be the end of one’s career. Is there anything you can share at this point on what’s next? Or shall we stay tuned?
Listen to Marla Kaplowitz about her perspectives on the current state of the Ad Agency business and also find The Internationalist’s entire Trendsetters podcast series here on iHeartRadio’s Spreaker or wherever you download your podcasts.

POSSIBILITIES…
Without question, agency leaders face significant pressure to manage disruptions caused by emerging technologies such as generative AI, the evolving creator economy, and new channels to reach consumers, such as retail media. Additionally, they must address the complexities of servicing clients, who increasingly seek in-depth involvement in their business operations and solutions to more intricate problems. Plus, these leaders constantly strive to meet these demands while retaining talent and preserving a compelling organizational culture.
Nonetheless, Marla Kaplowitz sincerely believes that agencies are still excited by the possibilities ahead. She also chooses “possibilities” as the word which she thinks will characterize the year ahead.
About the 4As
The 4As (American Association of Advertising Agencies) was established in 1917 to promote, advance and defend the interests of our member agencies, employees and the advertising and marketing industry overall.
Marla Kaplowitz brings over 30 years of industry experience in marketing, media, and communications; Marla joined the 4As (American Association of Advertising Agencies) in May 2017 as the President & CEO to help define and shape the future focus of the association. Under her leadership, the 4As works to improve the health of the industry through the power of collective experience, expertise, and impact to help empower success for its members across business transformation and talent needs.
Prior to joining MEC (now Wavemaker, part of WPP) where she was CEO of North America from 2011 – 2017, Marla spent 12 years at MediaVest (now Spark Foundry, part of Publicis). She began her career at DMB&B before moving to Ammirati Puris Lintas.
Marla serves as a director on the Board of Penn Entertainment and is the Committee Chair for the Nominating/Governance Committee and a member of the Compensation Committee. In addition, she is a member of several non-profit Boards including The Ad Council, BBB National Programs (includes Audit & Finance and National Advertising Review Board Committees), Digital Advertising Alliance (DAA). Trustworthy Accountability Group (TAG) and MediaVillage.