“Embrace Change”: 4As' New CEO Urges Agencies to Lead the Future

Justin Thomas-Copeland, former president and CEO of DDB North America, earlier this week stepped into the role of CEO of the 4As (American Association of Advertising Agencies). He succeeded Marla Kaplowitz after her eight-year tenure, and now leads an organisation that represents more than 600 agencies across 1,200 offices and helps direct over 85% of total US advertising spend.

​Justin brings a bold, transformation-focused agenda - one that positions the 4As as a proactive partner to agencies navigating rapid shifts in technology, talent, client expectations and business models.

In this interview with LBB’s Addison Capper, he shares his vision for the future of the 4As, the challenges facing agencies today, and why embracing change is non-negotiable.

LBB> What’s your vision for the 4As under your leadership? What do you want your tenure to be remembered for?

Justin> My vision for the 4As is to redefine the value of marketing and advertising for brands, business and for society – by working in true partnership with our members.

That starts with becoming the first call our members make when solving client challenges. We must be proactive partners — anticipating needs, moving at the speed of their business, and constantly learning so we can offer the right support at the right time.

We will act as practitioners, not just advocates. That means leaning into transformation across every dimension: how we engage and support members, the IP we prioritise, the solutions we co-create, the services we design, the talent we help develop, and the events we host.

We’ll also lead the critical conversations affecting the health of our industry — whether it’s agency-client models, payment terms, the cost of pitching, the value of creativity, marketing ROI, tech adoption, or the effects of macroeconomic shifts on demand. We bring a unique vantage point, and we’ll use it to move the industry forward.

Ultimately, it’s about helping agencies expand the value they deliver — from traditional campaigns to new business models, upskilling programmes, and beyond. As client needs broaden, so too must our support. The 4As will be on that journey alongside our members — cementing our role as their indispensable partner.

As such, I hope my tenure is remembered for broadening and deepening the value agencies brought to clients, while also regaining a sense of confidence and relevance to a rapidly evolving industry.

LBB> What drew you to the role and opportunity?

Justin> This is a defining moment for our industry. As consumers, businesses and technologies evolve, nearly every aspect of marketing is being reimagined — from the role of agencies and platforms, to the impact of AI and data, to how creativity connects with commerce.

What drew me to the 4As was the chance to help make sense of this complexity — and shape what’s next. I’ve always gravitated toward transformation, guiding agencies and clients through moments of disruption and reinvention.

This is an opportunity to do this at scale, driving progress across the entire industry. The 4As has a unique seat at the table — and I’m excited to help us lead and to set the bar high!

LBB> What do you see as the biggest opportunities and challenges facing agencies right now? And how should the 4As help address them?

Justin> Many of the challenges facing agencies today — AI, data, shifting consumer behaviour, platform dominance — are also where the greatest opportunities lie. Agencies must be brave in articulating the value of marketing and its impact on business growth to their clients. That means helping clients navigate an increasingly complex ecosystem while also grounding their strategies in the broader macroeconomic context.

The pressure points — and possibilities — span both operations and growth: Winning new business and driving sustainable growth; evolving talent strategies including attracting, retaining, upskilling, and reskilling; redesigning agency–client operating models for greater transparency and agility; integrating technology in ways that enhance creativity and performance; balancing efficiency with effectiveness; rethinking commercial models through fairer payment terms, value-based remuneration, and IP-driven revenue; and agency differentiation.

The 4As has a critical role to play in helping agencies meet these challenges head-on — by advocating for smarter models, sharing best practices and investing in future-ready talent.

LBB> What role do you see the 4As playing in the future of industry talent, especially in areas like DEI, upskilling, and attracting new generations to advertising?

Justin> The 4As has long led the way in advancing diverse, inclusive and future-focused talent. Programmes like MAIP and Vanguard remain essential in helping the industry reflect the society it serves.

We’ll continue to be a flag bearer for talent, working with agencies and partners to define what modern marketing demands and building the training, upskilling and development programmes to support it.

As the industry evolves, so will the skills and perspectives it needs. The 4As Foundation will ensure we stay ahead of that curve, bringing in the next generation and preparing them to lead and ensuring programmes like MAIP and Vanguard remain a priority.

LBB> Agencies are navigating huge shifts - AI, new business models, in-housing, economic pressures. How can the 4As support them in staying competitive and creative?

Justin> The 4As must operate at the speed of business — anticipating member needs, not just responding to them. This requires leveraging the trust we have with members, staying closely connected, sharing challenges and showing up in new more agile ways, whether through targeted SWAT teams or nimble, on-demand communities.

We’ll also look at how we engage with members: cadence, relationship holder, value generation, depth of engagement, etc. to see where we can optimise and ensure we’re delivering real value.

As agencies evolve, they should feel the 4As is right there with them — proactive, embedded and indispensable.

LBB> Where do you see the biggest potential for agencies to reinvent themselves, and how does the 4As fit into that evolution?

Justin> Agencies have real opportunities to reinvent around three key areas:

- Service models: Technology and team structures are reshaping workflows — leading to faster, more collaborative and more iterative ways of working with clients.
- IP creation: A shift toward content, experiences and ownable IP opens the door to new revenue models and a product-first mindset.
- Talent strategy: Attracting, retaining and upskilling the right talent will refresh client relationships and unlock new capabilities.

The 4As will support this evolution by mobilising the community, sharing best practices, and bringing in the right partners to help our members lead the change.

LBB> If you could send one message to agency leaders across the country right now, what would it be?

Justin> Embrace change… It’s time to get active and ensure your agency has a place in the industry of tomorrow - partnering with the 4As, of course!

To read more news about US advertising, click here.

To read more from Addison Capper, click here.