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Marla Kaplowitz

Marla Kaplowitz 

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TRENDSETTERS: Marla Kaplowitz, 4A's CEO, Discusses the Value of Agencies Now and in the Future

The Internationalist Trendsetters is written by Deborah Malone, founder of The Internationalist.

Marla Kaplowitz understands that the responsibility of leading a trade association means having a laser focus on the needs of its members—especially now.  As President & CEO of the 4As, she serves more than 600 member agencies across 1,200 offices, which control more than 85% of total U.S. advertising spend.

She joined the organization three years ago to help define and shape the future focus of the association. Under her leadership, the 4A's purpose as evolved to helping empower its members to deliver insightful creativity that drives commerce and influences culture-- all while moving the industry forward.  Today, however, she is focusing on what members need right now to get them through the crisis—from virtual forums for knowledge-sharing to useful content to practical advice on the U.S. stimulus package.

To hear more from Marla Kaplowitz, tune in to our Trendsetters podcast as she shares how agencies and marketers alike need to evolve by not only adapting to these times, but to new working scenarios and to reimagining creativity  CLICK HERE.

In our conversation, we discuss the following:

  • How the 4As is advising agencies and the industry at large during this crisis.
  • What agencies should be doing now—in terms of helping their clients and their staffs.
  • The goals of the 4As as the agency world undergoes tremendous transition.
  • How the vast and varied agency landscape will potentially evolve.  
  • If the future of work will change the client-agency relationship. 
  • Ms. Kaplowitz’ plans for the future of the 4As.

The Internationalist was founded to help better understand the "reinvention of marketing" by connecting the people and ideas in international advertising and marketing.  Our Trendsetters eNewsletter lives at the heart of this Internationalist mission as it spotlights a person and an idea in international marketing.  Over the last decade, we have amassed hundreds of profiles of extraordinary individuals and their groundbreaking work on our website. 

We've learned that there's interest in hearing the voices of these marketers directly, which gave life or our TRENDSETTERS podcast, now part of the Success Made to Last Network on Blog Talk Radio. Started by an Executive Producer with a past marketing/branding career at Procter & Gamble, PepsiCo and General Mills, the network boasts nearly 1 million listens in the US.  

If you'd like to learn more about The Internationalist's Trendsetters podcast series, here's an introduction to the show:

Marla Kaplowitz brings 30 years of industry experience in marketing and communications to her role at the 4As.

 As the former CEO of MEC North America, beginning in 2011, Marla drove the agency's strategic initiatives with a focus on delivering growth for its people, clients and the industry. Marla led MEC to become a major disruptor in the area of talent management with its innovative approaches to attracting, nurturing and retaining the industry's top talent. MEC NA was cited in Fortune's "Great Places to Work" feature and was named in Advertising Age's "Best Places to Work in Advertising and Marketing" in 2015.

Prior to joining MEC, Marla spent 12 years at Mediavest, where she oversaw the Procter & Gamble Communications Planning assignment for North America, and previously managed a multi-client team. Marla began her career at DMB&B before moving to Ammirati Puris Lintas. 

She serves on the Boards of The Ad Council, Advertising Self-Regulatory Council (ASRC), Digital Advertising Alliance (DAA), and Trustworthy Accountability Group (TAG).