Ad Agency

The 4A’s New Business Committee has developed new “Agency Prospect Assessment Guidance” to help facilitate more consistent and efficient implementation of longstanding 4A’s guidance regarding the appropriate level of thoughtful consideration and discussion prior to engaging in a review.

Ad agency creativity was pure magic in the traditional days of Bill Bernbach and David Ogilvy.  Advertised brands flourished and grew, and iconic brands like Tide, Budweiser, McDonald's, Visa, Chevrolet, American Express and others became genuine Lovemarks, earning countless millions for their brand owners.  By Michael Farmer

One of the big shifts that has taken place over the last couple of decades has been in the way people seek entertainment and information. We now have the ability to find what we want, when we want. Along with all the other changes that have taken place this makes life more difficult for advertisers.  by Nigel Hollis

For decades, the advertising industry has lagged behind when it comes to reflecting cultural diversity both within agency workforces and as part of the creative work developed for traditional and non-traditional media. Changes are being made as consumers become more vocal about representation and marketers exercise their influence on agency partners. Agencies are also holding themselves to a higher standard insofar as identifying and addressing institutional bias from hiring to retention practices.

After WPP’s poor financial showing in its latest results, much has been made of the imminent demise of Sir Martin’s agency conglomerate, and the ad agency holding company model in general. Let’s be clear: there are a lot of pressures on that model.

I have just reached the 100-day mark in my role leading the 4A’s, and one thing has been made exceedingly clear to me over the past few months: Before we can make true progress, we must address a critical issue. That issue is trust.  By Marla Kaplowitz - 4A’s President and CEO