6th May 2025
Marla Kaplowitz takes stock of an industry in flux
Episode 27
Marla Kaplowitz
CEO, 4A's
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
Previous episodes
A Human-first future for agencies
Episode 29
Holly Maguire
Global Chief Growth Officer, Design Bridge & Partners
Leading with culture
Episode 28
Michael Lebowitz
Founder & Executive Chairman, SPCSHP
Challenging the global market
Episode 26
James Townsend
CEO, Stagwell EMEA
Every moment is a chance
Episode 25
Nils Leonard
Co-Founder, Uncommon Creative Studio
Making a promise to the market
Episode 24
Conrad Persons
President, Grey London
Nurturing creative cultures
Episode 23
Toby Southgate
Global CEO, We Are Social
Breaking the burnout cycle
Episode 22
Bianca Best
Global Growth Officer, Performics
How audacious ideas get made
Episode 21
Trevor Guthrie
Co-founder, Giant Spoon
The quest for agency simplification
Episode 20
Ruud Wanck
CEO, Candid
From phoney to fearless: building an agency ‘for the culture’
Episode 19
Omid Farhang
Founder & CEO, Majority
Honest leadership in times of change
Episode 18
Josh Krichefski
CEO, GroupM EMEA
The risks of malicious obedience
Episode 17
Greg Hahn
Co-founder, Mischief
Why creativity relies on diversity
Episode 16
Jo Wallace
Global ECD, Jellyfish
The business case for differentiation
Episode 15
Anthony Freedman
CEO, Common Interest
When change becomes transformation
Episode 14
Neil Perkin
Founder, Only Dead Fish
How to maintain entrepreneurialism at scale
Episode 13
Tim Ringel
CEO, Meet The People
How AI is changing the agency business model
Episode 12
Chris Johnson
CEO, TomorrowToday
The secrets of successful client relationships
Episode 11
Alex Lubar
Global CEO, DDB
The recipe for agency swagger
Episode 10
Natalie Graeme
Founder, Uncommon Creative Studio
Building careers in a changing world
Episode 9
Sue Unerman
Chief Transformation Officer, EssenceMediacomX
The profound impact of being yourself
Episode 8
Harjot Singh
Global Chief Strategy Officer, McCann & McCann Worldgroup
How to create healthy growth
Episode 7
Katie Lee
Chief Operating Officer, Wavemaker
A global perspective on creativity and innovation
Episode 6
Ruth Mortimer
Global President, Advertising Week
Fighting for diversity is not enough
Episode 5
Rob Campbell
Chief Strategy Officer, Colenso BBDO
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