Advertising Is Moving to “Outcomes, not Outputs,” 4A’s CEO Marla Kaplowitz

Advertising campaign success and agency compensation are increasingly tied to outcomes as measurement has become more robust, says Marla Kaplowitz, President and CEO of the 4A’s, the trade association of the advertising industry, in this podcast conversation with me. She speaks about the 4A’s four pillars of media responsibility. And reflects on how the pandemic […]

 
 

News Is Brand-Safe: 4As’ Kaplowitz

At the start of the COVID-19 pandemic, many brands may have run away from advertising in news outlets. But they should never have declared news fell outside of “brand safety” descriptions. That is what a growing number of industry executives, even those who represent the advertisers and agencies, are now coming out to say. Marla […]

 
 

Pandemic is Accelerating the Creative Process, 4A’s CEO Marla Kaplowitz

It’s been a difficult time for the advertising agency business as marketing budgets have been put on hold and media investments strategies are being reevaluated. But it is an important time of change for agencies who are tasked by clients around new e-commerce strategies and fast digital transformation, says Marla Kaplowitz, CEO of the 4A’s, […]

 
 

Get to Know the Evolving World of Data and Privacy: 4A’s Marla Kaplowitz

ORLANDO – Getting a better understanding of privacy and data will help protect agencies. In an interview with Beet.TV at the ANA Masters of Marketing Conference, Marla Kaplowitz, president and CEO of the 4A’s, says it will also help agencies connect with consumers. “It’s not just data for data’s sake,” says Kaplowitz. “It’s about understanding […]

 
 

Marketers Should Seek ‘The Right Model’ When Deciding What To Do In-House: 4A’s Kaplowitz

ORLANDO—Before digital media and all of its complexity came along, advertising agencies were basically ensured of an end-to-end relationship with their clients. Now there’s so much more work to be done, it’s not surprising that more marketers are taking certain functions in-house, according to 4A’s President & CEO Marla Kaplowitz. “It’s been around for a […]

 
 

4A’s Kaplowitz Responds To ANA Survey Showing Rise Of In-House Agencies

ORLANDO—The latest Association of National Advertisers survey regarding in-house agencies at marketers shows they have grown in use to 78% of ANA members in 2018 versus 42% in 2008. To the president and CEO of the 4A’s, which represents outside agencies, numbers don’t represent the entire range of attributes that agencies bring to the table […]

 
 

4A’s Chief Seeks ‘Client Of The Future,’ Launches Inclusion Certification Program

MIAMI-There’s lots of talk about the challenges facing advertising and media agencies, among them a very competitive recruitment market, diversity and inclusion. And then there is the actual value that agencies bring to the table. “There’s a lot of negative narrative out there about what’s going wrong for agencies,” says Marla Kaplowitz, President and CEO […]

 
 

MEC Builds Audience for Client AT&T with Data, Custom Programs, Explains Kaplowitz

LOS ANGELES — Agencies have to find new ways of connecting brands to consumers, now that viewers are paying for video that doesn’t have ad support, says one exec. “People are paying for that content. Advertisers have, all along, been supplementing the cost of that for the consumer,” agency MEC‘s North America CEO Marla Kaplowitz tells Beet.TV. […]