This week, we revisit a conversation from last August when we first sat down with Justin Thomas-Copeland, who was in his first 100 days as the new CEO of the 4As. We get to catch up with Thomas-Copeland again at our annual Convene conference on February 25th in NYC for the highly anticipated session, State of the Nation.

In this conversation, the new CEO discusses his transition into leadership and his vision for the future of the advertising organization that services ad agencies. He discusses the need for agility in serving members, with a focus on developing next-gen talent, driving human ingenuity, enhancing community engagement and lastly, leveraging technology to better deliver 4As offerings.

Thomas-Copeland also shares his take on the future of awards in the industry, the impact of entertainment and influencers on the ad industry and what brands he thinks are driving the future of marketing.

The Takeaways

• Grace is essential when transitioning into new positions, especially in leadership roles.
  
• Talent development, incorporating technology and community engagement are amongst the key focuses for the 4As moving forward.
  
• Copeland aims to foster a culture of human ingenuity within the industry. Agencies need safe spaces to learn and grow, especially in the age of AI.
  
• Talent management is a key concern for agencies.
  
• Brand building must adapt to new consumer behaviors. There used to only be ad agencies to execute brand messaging; today, there are a variety of services and specialized agencies to choose from.
  
• Technology is reshaping the competitive landscape.
  
• Awards need to evolve with industry standards and the incoming wave of new creatives who care less about awards and more about brand purpose and effectiveness.
  
• The entertainment industry and the creator economy are changing marketing dynamics.

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Music - Take you Out by Lucid Tides, courtesy of Triple Scoop.

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