THE 4A’S 2018

Year in Review

2018 was a year of significant social, business and cultural change. Data privacy and social media are becoming increasingly sensitive concerns. Marketing and advertising agencies are experiencing disruption that requires them to evolve models that address areas including organizational design, expanding capabilities and compensation. And agencies continue to seek out ways to tap the full talent pool to ensure diversity, equity and inclusion are reflected in the workplace—where creativity and business-building ideas begin.

The need for a steady, unified voice has never been more crucial to advertising and marketing. Along with helping marketers solve business problems and address customer needs, agencies continue to help them navigate an increasingly complex and ever-changing landscape of data privacy standards and emerging technology.

The 4A’s continues its mission of championing agencies and bringing the industry together to drive business growth, build brand and consumer trust, and create standards to improve working environments. And it’s you, our members, who help us continually refine our mission by providing input and feedback through forums, committees, councils and surveys, identifying areas of great value as well as opportunities.

There’s nothing like a challenge to let our industry show its strength, dynamism and entrepreneurial spirit. Our community is always ready to identify the opportunities and tackle any issue with brilliant solutions and creativity. As you keep charting new territory, the 4A’s is with you every step of the way.

Marla Kaplowitz, President & Chief Executive Officer

DELIVERING MEANINGFUL EXPERIENCES, OUR CEO MEETS UP WITH MAIP ALUMNI AT CANNES. PICTURED L TO R: JEZZIKA CHUNG (ANOMALY), TIM AUSTIN (KBS), MARLA KAPLOWITZ (4A’S) AND SHAUNAH MARGARET (RAUXA).

WE REPRESENT 600+ AGENCIES IN 1200+ OFFICES, HANDLING 85% OF MEDIA SPEND IN THE US.

Moving The Industry Forward

Beyond reports, conferences, and other benefits you see at an agency level, the 4A’s stands up, speaks out, and acts in the best interest of the entire industry.

Championing the Unique Value of Agencies

In the face of headlines describing in-house agencies as a growing trend, 4A’s president and CEO Marla Kaplowitz outlined the benefits of the agency relationship. While acknowledging the desire and occasional justification for internal resources, in interviews and written pieces Kaplowitz cited agencies’ ability to bring unmatched experience, perspective, provocation, and creativity to ther clients.

Articles

Bringing Agencies Together to Build Brand Trust

By convening the Advertising Assurance Forum in March, forming the Advertiser Protection Bureau in April, and developing frameworks to strengthen contextual brand safety practices this fall, we helped agencies set aside competition and join forces for the good of the entire industry.

Articles

"What the 4A’s has done, and is doing, to support and drive excellence in the agency ecosystem often goes un-said. ... raising standards in ad-land with the formulation of the Advertiser Protection Bureau to enforce environments where brands and consumers can coexist with trust."

Steve Williams
CEO North America, Essence

Big Issues Covered in Communities

New Business Practices • New Workforce Models • Change Management Disruption • New Agency Models • Data & Privacy• The Media Ecosystem

Protecting the Industry’s Ability to Do Business

Facing possible restrictions about collection and use of data, a big focus for our Washington, D.C., office has been leading and supporting initiatives to protect our members’ fundamental abilities to do their work. As leading proponents of the continued responsible and innovative use of data, we are working on initiatives that include the equitable exhange of information, questions in the 2020 census, and standards for data breaches. We also helped preserve the full deductibility of advertising, defeating the proposal to change it and saving the industry about $16.9 billion this year.

Articles

“Agencies have a vital role within the ever-changing marketing ecosystem. Publicis Media values the 4As’ voice on behalf of agencies, their work and their people. The 4As’ representation of our concerns and initiatives in Washington, D.C., and beyond is a key factor that helps drive our industry forward.”

Kathy Ring
CEO, U.S., Starcom

Creating Standards that Improve Working Environments for All

Part of supporting our members’ growth is helping agencies foster an open-minded, welcoming environment. With the introduction of our Workplace Enlightenment Certification and our Sustainable Culture of Difference framework, the 4A’s is advancing the level of social consciousness and cultural competency so everyone feels comfortable enough to do their best work.

Articles

“Every industry needs an entity watching its back. The 4A’s does that for us in countless ways. They’re helpful on practical matters like client compensation, inspiring employees and keeping us knowledgeable about what’s next. Plus, attending 4A’s events is a great reminder of how incredible the people in this business are.”

Mike Sheldon
Chairman & CEO, North America, Deutsch

Can’t-Miss Moments of 2018

Driving Business

1.5M+

Engagements with industry professionals through 1:1 consulting, national events, town hall and roundtable discussions, guidance, and thought leadership to move members’ businesses and the industry forward.

Tackling Day-to-Day Challenges

4A’s roundtables and committees give our members access to industry-leading expertise that helps them with the business of doing business. We delivered best practices, guidance, and insight from peers and thought leaders across the industry ecosystem.

2018 Roundtable Topics:
  • The Art of Negotiation
  • Unpacking Marketing Procurement
  • 12 Principles for Hacking Compensation

“The 4A’s has helped us navigate the turbulent changes happening in the advertising ecosystem. Understanding issues such as the implications of new data privacy laws, growth in consultancies, and evolving procurement processes has been critical to our business.”

Eric Johnson
President, Ignited

Unparalleled Access

Whether it’s our members-only Accelerate Access Program, face-to-face meetings with leading industry platforms or viewing media upfronts, 4A’s ensures our members have access to and are able to establish connections with companies and service providers they may not otherwise have access to.

1,100 Agencies utilized 4a’s guidance & benchmarking
SEE THE REPORTS →

“The indispensable research group makes our strategy teams’ lives much easier. They provide great information that allows us to find the insights that create amazing ideas that drive results for our business. The 4A’s and my interactions this year have saved our company money, drastically improved our cash flow, and opened my eyes to new products and services we can offer.”

Brad Bennett
Co-Founder/Chief Development Officer, Wildfire

7000+

Research requests fulfilled by our research team to help members drive new business, support their current accounts, and enlighten them about agency business practices, industry trends, marketing strategies, and internal training programs.

This Year’s Top Research Topics

  • HEALTHCARE & WELLNESS
  • ARTIFICIAL INTELLIGENCE
  • PURPOSE-DRIVEN MARKETING
  • GEN-Z
  • RETAIL TECHNOLOGIES
  • VOICE
  • CONSUMER JOURNEY
  • CANNABIS

In collaboration with kNOW Insights, 1000 U.S. adults provided insights into their attitudes, sentiments, and annoyances when interacting with advertising in the contemporary media landscape.

DOWNLOAD THE PDF
industry events

Driving Creativity, Commerce & Culture

Thousands of industry leaders and agency professionals gathered in both public and exclusive members-only events to tackle the most pressing issues of the day. Covering topics that ranged from data and privacy to change management and agency culture to exploring new operating models to pricing and negotiation strategies, our events once again were not to be missed in 2018.

THE BUSINESS OF PEOPLE AND CULTURE

We help recruit

We help recruit

212

MAIP fellows, empowered by 101 agencies across 12 disciplines. Our Multicultural Advertising Intern Program provides the industry with the best talent through world-class development opportunities, and great results for students, as 96% of our graduating fellows get job offers through our program.

We help recruit

2500

Talented, passionate high school and college students got a hands-on introduction to advertising through course work and engaged with industry professionals, building interests and creating opportunities for their futures.

We help recruit

$102K

Grants and scholarships distributed from the 4A’s Foundation to multicultural students, giving them a chance to pursue a higher education.

4A’s foundation + the Face of Talent

Connecting The Industry To Talent For Today & Tomorrow

Building on the impact and legacy of the 4A’s diversity talent pipeline, we expanded the 4A’s Foundation to unite our high school initiatives, scholarships, the MAIP fellowship and MAIP alumni network. With the belief that possibilities are endless for everyone given the right access and exposure, the 4A’s Foundation exists to connect the industry to talent for today and tomorrow.

We help develop

We help develop

315

Agency leaders of today and tomorrow honed their skills through 4A’s Launch for Leaders, Executive Leadership Program, and the Institutue for Advanced Advertising Studies.

We help develop

30

Professional development workshops available to members to make sure they have the skills and training to stay competitive. Topics ranged from Client Leadership to How to Give a Mic-Drop Worthy Presentation.

We help develop

1100+

Active learners in the 4A’s Learning Academy. Launched in 2018, this flexible online learning platform includes topics such as account management, business development, communication, creative, digital technology, finance, legal, leadership, media/data analytics, project management, strategy, and planning.

We help retain

Holding onto great talent is an effort we support by helping members foster environments where people can thrive. This year we offered guidance through our Creating a Sustainable Culture of Difference, the WeC program to create safe environments, and Mothers @Agencies, which helps moms balance work-life responsibilities.

New in 2019—Parents@Agencies
We will focus on providing both mothers and fathers the support and strategies they need to achieve greater harmony between their work and personal life.

“The 4A’s acts as a combination management consultant, peer coach, board of advisors, and educational arm to our business. As a small shop, these insights and programs allow us to think and act big without incurring higher associated costs to source, onboard, and engage them separately!”

Sherry Qualls
CEO & Owner, WhiteGood

Talent engagement & Inclusion

Supporting Businesses Build A Thriving Workplace For All

We provide thought leadership, guidance and insight on businesses’ talent, culture and inclusion needs throughout the year. With a number of pipeline programs and events designed to meet the emerging skill sets needed in our industry today as well as programming for the future.

PROTECTING YOUR BUSINESS & PEOPLE

170K

People protected through 4A’s Workers’ Compensation, providing members with great coverage through our group buying power.

$10.3B

Payroll coverage remained steady, while continuing a favorable claims trend and insuring more payroll for less premium.

$240M

Cumulative dividends given back to agencies participating in 4A’s Workers’ Compensation program.

$400M

Total 401(k) agency plan assets under management in our competitively priced retirement options.

BENEFITS DESIGNED FOR OUR INDUSTRY BY PEOPLE WHO’VE WORKED IN OUR INDUSTRY

  • 401(k) Retirement Plans
  • Medical Insurance
  • Group Life & Disability Insurance
  • Professional Liability Insurance
  • Dental & Vision Insurance
  • Workers’ Compensation Insurance
  • Business Insurance
  • And more...

A LOOK AHEAD

We’re kicking off 2019 with a new Congress, shifting the dynamic of our government. Legislators are sure to act on unfolding questions about data transparency. The European Union’s General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA), both signed into law in 2018, give individuals more control over their data. The impact of both already extends far beyond their jurisdictions.

Media, technology, data and privacy together present a complex set of industry choices and challenges. That requires agencies to refine and support industry standards of data quality, measurement and transparency, and help clients—and clients’ customers—by closing any data privacy gaps identified. This is the type of counsel that makes agencies essential partners to marketers. Balancing a small trend of some advertisers in-housing part of their marketing needs, agencies have an opportunity to reinforce their value by leading, guiding and providing broad perspective at all times—and, when necessary, acting as a counterbalance.

We’re all responsible for shaping our future—and that starts with our talent. We want to ensure advertising is the number one ambition for all creative thinkers in school and at the start of their career trajectory. Pushing the boundaries of creativity goes hand-in-hand with ensuring a diverse, equitable and inclusive workplace. The greater the range of voices, the greater the creativity. While we can’t fully predict what we will experience in our industry, we’ll continue to help you navigate an ever-changing world.

“As past chair of the 4A’s, I am more excited than ever before with the benefit and value the 4A’s provides to its members. We have a voice that is being heard and impact is being felt.”

Bill Koenigsberg
President, CEO & Founder, Horizon Media

Accelerate Your Business With The 4A’s

Join our network of 600+ members and learn how the 4A’s can support your business growth and development today.

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