Justin Thomas-Copeland Assumes CEO Role at Association of National Advertisers (4As)
He's the new guy in town, take over the helm of the American Association of Advertising Agencies ('4As') – Justin Thomas-Copeland. He's stepping up, ready to fill the shoes of Marla Kaplowitz, who's been leading the agency trade group for an impressive eight years. Kaplowitz announced her departure last summer, planning to step down in May 2025.
Thomas-Copeland's victory unfolded after an intensive search run by the '4As' board, led by Abbey Klaassen, chair of the board of directors and the CEO of Dentsu Creative. The search was backed by executive recruiting firm Grace Blue. With a European base, Thomas-Copeland's set to move to New York for his new role.
"Man, we had some serious contenders for this gig!" exclaimed Klaassen to ADWEEK. "So many passionate leaders from all corners of the industry were vying for the role. It's all about keeping this agency beast strong, relevant, and thriving."
She elaborated, saying the board chose Thomas-Copeland due to his digital and creative background, his leadership prowess, and a clear vision for the '4As' in the face of transformational Change in the agency sector.
"My vision for the '4As' is straightforward," Thomas-Copeland stated. "We aim to be the top partner for agencies, helping them rethink client value. We've got to support and advocate for our agencies to succeed, but it's vital that success resonates with clients for it to truly matter."
Proving Your Worth to Clients
Thomas-Copeland isn't a stranger to the agency world, boasting over two decades of experience. He's led Wunderman, RAPP, OMPG Health, and DDB North America as CEO. For his new position, he's looking to continue much of the work the '4As' is currently doing but sees opportunities to reorient the member experience around helping agencies demonstrate their value and impact on clients.
"Listen, this is where we need to focus," Thomas-Copeland said. "We gotta have a practitioner's mindset, ensuring members understand and articulate the value they derive from being part of the '4As' community. Ideally, clients see the benefits just as clearly."
Klaassen added: "I think that's a fantastic place for the '4As' to be concentrating on. What's our role in helping member agencies prove their worth, both internally and to clients?"
As the '4As', the organization plans to deliver thought leadership, provide practical guidance on topics of importance to member agencies, such as defining new service models, embracing the evolving industry, and redefining great creative work in the age of AI.
"Our first step is to really listen and grasp the issues," Thomas-Copeland explained. "We'll collaborate with our members and tally insights from clients to offer scalable services that provide the most value to the broadest base."
The '4As' will carry on its emphasis on talent, however, the organization shares it's making adjustments to its Multicultural Advertising Internship (MAIP) and Vanguard programs. Initially designed to foster entry and mid-level diverse talent, these programs will now be accessible to all, regardless of race. In the words of a '4A's spokesperson, "These programs will no longer be exclusive to people of color."
Thomas-Copeland emphasizes the importance of maintaining efforts to attract diverse talent and cultivate inclusive workplaces. "This remains the calling card of the '4A's,' and it's not changing," he said.
Kaplowitz's Legacy
Arriving as CEO in 2017, Kaplowitz intended to stay in the role for five years at most. Eight years later, she's preparing to leave in May, with Thomas-Copeland taking over the reins after a transition period.
Under her leadership, the '4As' reestablished its relationship with the Association of National Advertisers (ANA), addressing tension caused by transparency issues in the past. This paved the way for joint publications evaluating the cost of new business pitches, aiming to evolve the agency-client relationship.
The '4As' also launched the Advertiser Protection Bureau, drawing together competitive members to develop an industry-approved brand safety framework. Kaplowitz was instrumental in reforming the '4A's internally, modernizing the organization with new technology and a revamped website.
Most notably, she navigated the '4As' through the uncertainty of Covid-19, when many agencies were "fighting for their life," according to Klaassen.
"Leave a legacy, Marla!" Klaassen said. "You've put in the hard work on issues that may not be immediately obvious, but the industry feels it intuitively."
- Thomas-Copeland believes that the '4As' should aim to be the top partner for agencies, helping them rethink client value, stating, "We aim to be the top partner for agencies, helping them rethink client value."
- The '4As' plans to deliver thought leadership and practical guidance on topics like defining new service models, embracing the evolving industry, and redefining great creative work in the age of AI, with Thomas-Copeland explaining, "Our first step is to really listen and grasp the issues, collaborate with our members, and offer scalable services that provide the most value to the broadest base."
- The '4As' will continue its focus on talent, but will make adjustments to its Multicultural Advertising Internship (MAIP) and Vanguard programs, making them accessible to all, regardless of race, as a spokesperson for the '4As' states, "These programs will no longer be exclusive to people of color."
- In the finance industry, the rise of DeFi (decentralized finance) could become an opportunity for the '4As' to support and thrive, as Thomas-Copeland steps into his new role, with a clear vision for the '4As' in the face of transformational change in the agency sector.
- It's uncertain what the advertising industry will look like in 2025, but under Kaplowitz's leadership, the '4As' reestablished its relationship with the Association of National Advertisers (ANA), launched the Advertiser Protection Bureau, and modernized the organization with new technology and a revamped website, leaving a strong foundation for Thomas-Copeland to build upon.
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