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When she interviewed for the CEO role of the 4A’s in 2017, Marla Kaplowitz was upfront with the trade association’s board. She planned to hold the role for three to five years and then move on.
When she steps down from the role in May 2025, it will be after a far longer period than she intended—eight years—leading ad agencies’ largest trade organization. The 4A’s will immediately begin its search for its next CEO in hopes of having the new leader in place when Kaplowitz officially steps away.
Kaplowitz views this as her last full-time gig, but she plans to work on boards, both public and nonprofit. When asked if she would consider another one, she responded emphatically.
“Absolutely not. This is my last and best and most amazing experience and a great way to have my last full-time role end.”
Under Kaplowitz, the 4A’s has improved its net promoter score with members from 21 to 42, and she pointed to several upgrades and initiatives that have led agencies to find more value in the memberships. That includes back-end upgrades of its financial and association management systems, as well as a new website by the end of the year. Kaplowitz also focused on improving the 4A’s relationship with the ANA, which represents the client side of the equation.
“I believe that I have really helped accomplish what the board had asked me to do, and that was really around evolving the organization, strengthening it in so many ways, especially with the value proposition, strengthening the team and evolving the capabilities,” Kaplowitz told ADWEEK.
The 4A’s also created the Advertiser Protection Bureau, which “really delivered on brand safety and suitability and was the cornerstone for GARM launching at a global level,” Kaplowitz said.
The new CEO will not “walk into anything broken,” said Abbey Klaassen, the 4A’s Board of Directors Chair and Dentsu Creative CEO, U.S., adding Kaplowitz injected new energy into the organization, pointing to the net promoter score as a testament to the effectiveness of the 4A’s. Klaassen is looking for a replacement who can help steer the industry through the AI transformation, has a diverse mix of experiences and can continue to build on Kaplowitz’s work with the ANA.
“It is a moment where the new person will have an opportunity to come in and just define the next chapter, which is a really important, interesting moment for the agency industry,” Klaassen said.
