Building trust with the ANA
One of Kaplowitz’s main goals when she joined the 4A’s was to rebuild the relationship with the ANA to drive change in new business and agency-client relationships. The organization faces a significant hurdle in enforcing agreements and recommendations. A 2022 joint study between the two groups showed just how far apart agencies and clients are on key elements of the pitch process, including budget, who owns the IP pitched and meeting the teams who will work on the account.
Despite the inability to enforce standards the two groups wrote together, Kaplowitz has seen progress from the client side to make the process fairer and less of a burden for agencies.
“We’ve already seen through Cost of the Pitch report that it’s making marketers rethink how frequently they want to be pitching and how much money they’re investing,” Kaplowitz said, adding the 4A’s worked with the ANA on the most recent media MSA it developed.
“In the past, that contract had built hundreds of different areas that were viewed as mandates, and we were able to get them to understand that a contract is a negotiation and a conversation where nothing is a given,” Kaplowitz said.
Bolstering brand safety
Aside from repairing the relationship with the ANA, Kaplowitz points to the organization’s Advertiser Protection Bureau as her most meaningful accomplishment as 4A’s CEO.
She joined shortly after the media transparency woes blew up across the industry, and shortly after she brought the holding companies and Horizon Media together to work together as peers instead of competitors to move the industry forward.
“It had not just an impact in this country, which is where we focus, but globally. And that, to me, also really exemplifies how when agencies come together and collaborate, we can do so much more,” Kaplowitz said.
Ultimately, they built a framework to combat harmful content to boost brand safety, as well as create definitions for counting impressions.
“When you have people come together on committees…they see how they can benefit from learning from each other,” Kaplowitz said. “It makes them more engaged and also willing to continue to be involved because they see the benefits of that.”
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