New CEO Appointment: Justin Thomas-Copeland Assumes Leadership Position at 4As Organization
The Heavyweight Shift at the 4As
Justin Thomas-Copeland, a seasoned ad industry veteran, is stepping up as the new CEO of the American Association of Advertising Agencies (4As), ready to take the reins from Marla Kaplowitz in 2025. Kaplowitz stated her intentions to vacate the position in July 2020, leaving after an impressive eight-year stint.
Thomas-Copeland, currently residing in Europe, will make the move to New York for his new role. His ascension comes after a rigorous recruitment process overseen by Abbey Klaassen, the board chair of the 4As and CEO of Dentsu Creative, with support from executive recruiting firm Grace Blue.
Klaassen highlighted that the intense interest in this role showcased a broad range of passionate leaders eager to ensure the agency industry continues to excel. The board elected Thomas-Copeland for his impressive background in digital and creative sectors, his knack for leadership, and a forward-thinking vision for the 4As in an era of tumultuous change in the agency business.
Setting the Agenda: A Digital-First Mindset
In line with his ambitions, Thomas-Copeland plans to reorient the member experience to help agencies emphasize their value and impact on clients. To achieve this, he aims to cultivate a "practitioner's mindset," making it crystal clear to members why they should be part of the 4As community, and showcasing the client benefits as much as possible.
"The vision for me is simple: it's for the 4As to be the leading partner in agencies and how they reimagine client value," said Thomas-Copeland. "We've got to support and advocate for our agencies to thrive, but it has to land with clients for it to really matter."
Practical Steps Towards Client Value
No stranger to the world of agencies, Thomas-Copeland boasts over two decades of experience, leading Wunderman, RAPP, OMPG Health, and DDB North America as CEO. His plans involve continuing many of the initiatives the 4As are currently pursuing while identifying opportunities to improve client value communication.
Under Thomas-Copeland, the 4As will continue providing thought leadership and guidance on topics critical to member agencies, such as new service models, embracing a transforming industry, and defining great creative work and talent in the AI era.
Demystifying Pitching Costs
Thomas-Copeland acknowledges that the first priority will be to foster meaningful communication with members. He looks forward to collaborating with the ANA and industry partners to gain insights into the issues they face, particularly in light of new business pitch costs.
A New Lease on Talent
The focus on talent remains a key priority under Thomas-Copeland. While the 4As will undergo some changes to its Multicultural Advertising Internship (MAIP) and Vanguard programs, they will now be open to anyone regardless of ethnicity.
"DEI [diversity, equity, and inclusion] is a vital part of our ethos, and we want to ensure our programs are accessible to talented individuals of all backgrounds," said a 4As spokesperson.
Kaplowitz's Lasting Legacy
Under Kaplowitz's guidance, the 4As successfully mended the rift with the Association of National Advertisers (ANA). The organizations jointly released studies evaluating the cost involved for both parties in new business pitches, shining a light on the industry's intricate financial dynamics.
Additionally, Kaplowitz played a pivotal role in establishing the Advertiser Protection Bureau, an industry-approved body that developed a brand safety framework. Her tenure also saw technological revamps, website improvements, and navigating the 4As through the Covid-19 pandemic.
"She's tackled some hard yards that may not be front and center, but they'll be felt as a positive effect," said Klaassen. "She has led us through crucible moments, and her impact will continue to ripple through the 4As and our industry."
Accelerating the 4As into the Future
As the 4As enters a new era under Thomas-Copeland's leadership, its focus remains squarely on boosting client value, fostering collaboration, and empowering agencies to excel in an ever-evolving landscape—with an emphasis on innovation, advocacy, collaboration, and thought leadership.
- Justin Thomas-Copeland, in his new role as CEO of the 4As, plans to reorient the member experience, emphasizing the value and impact of agencies on clients.
- To achieve this, Thomas-Copeland aims to cultivate a "practitioner's mindset," making it clear to members why they should be part of the 4As community and showcasing client benefits.
- In the digital-first era of the agency business, Thomas-Copeland intends to continue many of the initiatives the 4As are currently pursuing while identifying opportunities to improve client value communication.
- Amidst changes to the Multicultural Advertising Internship (MAIP) and Vanguard programs, the focus on talent diversity, equity, and inclusion (DEI) remains a key priority under Thomas-Copeland, ensuring that the programs are accessible to talented individuals of all backgrounds.
- Kaplowitz, former 4As CEO, leaves a lasting legacy as she successfully mended the rift with the Association of National Advertisers (ANA), established the Advertiser Protection Bureau, navigated the 4As through the Covid-19 pandemic, and pioneered technological revamps and website improvements.
