4As’ CEO: A unique perspective on agencies - Marla Kaplowitz

May 6, 2025

36:33

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Today’s guest is a true agency advocate – Marla Kaplowitz, Chief Executive Officer of the 4A’s.

As her 8-year tenure draws to a close, Marla speaks up for the pressures that agencies are under and the opportunities she sees in an industry transformed since the pandemic.

The conversation explores the value of creativity, why speed should command a premium and how AI can drive premiumisation rather than a race to the bottom.

We also cover what does – and doesn’t – work when it comes to differentiation in a saturated market, from the fear of standing out to why criticizing your competition is never a good look.

Marla also reflects on leadership and learning from challenges. With an optimistic eye on the future, she celebrates the creativity, resilience and people who continue to shape the future of advertising.

HIGHLIGHTS

[03:24] How Covid reshaped the market

[05:12] The real cost of pitching

[09:08] Speed deserves a premium

[13:47] The problem with short term thinking

[17:54] Smarter ways to win with procurement

[20:36] What’s killing agency differentiation

[29:15] Being fearless experts

[32:02] Regrets as fuel for improvement

[35:09] Why agencies are cockroaches not dinosaurs

MORE ABOUT MARLA:

LinkedIn: linkedin.com/in/marla-kaplowitz