Looking Ahead to 2025
The advertising and marketing industry stands at a pivotal juncture of innovation and responsibility. Last year, we witnessed unprecedented advancements in creative technologies, reshaping how we create, produce and deliver campaigns. Generative AI, initially a novelty, has become an indispensable tool, augmenting human ingenuity and creativity in new and exciting ways. This year, amidst perpetual change and opportunity, we see tremendous enthusiasm and exploration as our industry discovers the possibilities of what's next.
We look forward to continuing the work with the ANA addressing Agency Search Simplification following the launch of the industry's new RFI Template to provide consistency and streamline work in addition to a focus on the meaning of value in an agency/client partnership and the impact of long-term relationships. We will continue to advocate on your behalf and follow legislation impacting our industry at the state and federal level including implications of tax deductibility, AI regulation, data privacy and labor issues. Talent remains at the forefront for every agency leader and we will continue to create new training and development programs to support evolving skills required to succeed. As the industry embraces perpetual change in the media, technology and data space with creator content, retail networks and responsibility, we'll address measurement initiatives as well as evolving data privacy implications.
I'm thrilled to share that we recently launched an entirely new 4As website experience to better support members, partners and industry collaborators. We know that time and attention are precious commodities and we want to ensure that the 4As delivers a seamless experience allowing users to navigate and find the content needed to support evolving business demands. Please explore and share feedback with us as we continue to refine and optimize the experience.
In 2025, our goal remains the same: to empower the success of our members and help move the industry forward. This work keeps everyone at the 4As energized and committed to a better future for all. And the only way we can deliver on our mission is to continue to bring the power of the community together to drive change and maintain momentum in our dynamic industry. Here's to a year filled with prosperity and emerging opportunities for all.
Marla Kaplowitz
CEO
Government
Relations
In 2025, the industry can expect to see a new focus on regulating artificial intelligence (AI), expanding state privacy laws and new attempts to make changes to the full deductibility of advertising in the year of spend.
While the past several years of privacy regulation have shown the industry that regulation lags technology, at this early stage it appears that AI regulation might be taking a very different path - i.e., AI regulation is coming at a much earlier stage of development than privacy regulation did.
And on the tax front, 2025 is shaping-up to be a very, very big year for tax reform with the 2017 tax cuts coming to an end as well as a ballooning deficit. The 4As remains committed to ensuring that advertisers are able to deduct the full cost of advertising as a necessary business expense in the year of spend.
Pre-Emptive AI Regulation Picks Up Speed
AI regulation will likely follow a similar path to privacy regulation but at a faster pace, with a sectoral approach and California setting the standard, while copyright and AI issues will likely remain unsettled.
Recent Developments
- After a slow start, AI regulation has picked up speed with several states passing new laws covering AI in 2024, as well as Congress considering a lot of new legislation.
- The U.S. Copyright Office has begun a multi-year process examining new issues presented by AI, and will be issuing a series of reports with legislative recommendations for Congress.
- Unlike more typical consumer protectionist regulation, a lot of the regulation proposed around AI hasn’t specifically focused on harms created by AI, but has instead indicated the mere use of AI creates potential harm.
Trends and Forecast
- Regulation
- It’s likely that AI regulation will likely follow a similar path as privacy regulation, the only difference being regulators will move faster on AI than they did on privacy.
- Unlike the EU that has already passed a comprehensive law regulating AI, the U.S. is more likely to take a much more sectoral approach (i.e., looking at AI issues by industry or perceived harm), both on the federal and state level.
- As in the past, California is likely to be the state that sets the standard for a lot of AI regulation.
- In 2024, sixteen states passed laws requiring disclosure of AI use in political advertising.
- Copyright and AI will likely present unsettled issues well into the immediate future. The U.S. Copyright Office has almost sole jurisdiction over copyright in the U.S., and they don’t typically move quickly.
- In July 2024, the U.S. Copyright Office released its first report on AI and copyright issues, specifically looking at the issue of Digital Replicas.
- The issues of transparency, disclosure and watermarking in AI are definitionally different, but they’re getting interwoven into a lot of proposed regulation in sometimes confusing ways.
- A lot of the more immediate issues around AI usage for agencies are going to be resolved via the judicial process, and for that reason it’s worth keeping an eye out for some of the big cases involving AI, especially cases involving AI and copyright.
Patchwork of Privacy Regulation Grows
In the absence of comprehensive privacy legislation passed by Congress, there is an growing patchwork of state laws that are diverging from each other and expanding in scope, with a potential merging of AI and privacy legislation on the horizon.
Recent Developments
- Despite another comprehensive privacy bill being introduced and gaining traction in 2024, Congress still did not pass comprehensive privacy legislation in 2024.
- The states continue to fill the void. There are now 20 different comprehensive state privacy bills, and more are expected in 2025. New state privacy bills are starting to significantly expand the definition of sensitive data, requiring more data categories to be opt-in.
- States are starting to go further into specifically regulating healthcare privacy, either as an addendum to their existing comprehensive privacy legislation or as new standalone legislation.
Trends and Forecast
- Given Congress’s unwillingness to move comprehensive privacy legislation forward, agencies should expect to continue to see a growing patchwork of state-by-state legislation.
- Recent state comprehensive privacy legislation is starting to diverge from the first state comprehensive privacy bill, the California Consumer Privacy Act (CCPA). It’s no longer true that being in compliance with California privacy law means a company is in compliance with all state comprehensive privacy laws.
- Given that the passage of state privacy legislation has proven to be a relatively non-partisan issue, 2025 will likely continue to see the acceleration of adoption of new state comprehensive privacy laws. These new laws will likely continue to diverge in significant ways from California’s original comprehensive privacy law.
- It’s likely that in 2025 legislation around AI and privacy will start to merge in several areas, i.e. AI state legislation will incorporate existing state privacy laws by reference or will even develop new legislation to consider privacy in the context of AI.
- In Congress, it will likely still be an uphill battle to pass any comprehensive privacy legislation. While Congress got very close to passing children’s privacy legislation in late 2024, they still were not able to get it over the line due to continued resistance over First Amendment issues amongst others.
State Privacy Laws Landscape 2024
Preserving Advertising Deductibility
With tax reform and budget changes on the horizon and a growing federal deficit, advertising tax deductibility is likely to come under scrutiny yet again. The 4As and its allies remain committed to advocating and working on behalf of our members to ensure advertisers are able to deduct the full cost of advertising as a necessary business expense in the year of spend.
Recent Developments
- With over 30 provisions of the 2017 Trump Administration tax cuts expiring in 2025, and a growing federal deficit of over $36 trillion, 2025 will be a big year for budget changes in Congress.
- In 2017, the advertising industry was threatened with changes to the advertising deduction. At that time, Congress was proposing that the advertising deduction be amended to only allow a 50% deduction in the year of spend, and the remaining 50% amortized over the next five years. It’s likely some version of this proposal will be floated in 2025.
- Tinkering with the advertising deduction remains a popular choice for Congress as they look to raise revenue, as they see it as a deduction that is easy to dial-up or down as needed to hit a target number.
The 4As is a founding member of The Advertising Coalition (TAC), an alliance of the nation’s leading media companies and trade organizations broadly representing advertising-centric businesses and interests across the country. The coalition advocates for fair taxation of our industry and the maintenance of the ordinary and necessary business deduction for advertising expenses.
Trends and Forecast
- There have been several efforts in Congress since 2017 to single-out the deductibility of pharmaceutical advertising, i.e. completely removing the deductibility of pharmaceutical advertising to pay for Medicare and or Medicaid.
- Budget reforms in 2025 will be heavily influenced by the Republican agenda, and will likely move via a process known as reconciliation, meaning it can’t be blocked by filibuster in the Senate.
- While most of the focus around advertising taxation tends to take place in Congress, many states over the past few years have also been introducing various new forms of taxation on advertising.
- 2025 is going to be a huge year for tax reform in Congress, and both the House and Senate are going to be hearing from lobbyists from all industries on a daily basis.
- The good news is that the advertising deduction is not new, and it has a long history of bipartisan support. The 4As and its allies will be working to maintain that long standing support in 2025 as Congress finds itself under extreme pressure to produce a budget that doesn’t keep growing the deficit at the current rate.
Capitol Hill Day 2025
If you’re interested in the process behind policy-making, building connections with key government figures and playing a role in advocacy, save the dates for the 4As and ANA Capitol Hill Day: May 6-7, 2025 in Washington D.C.
Business Transformation
Business transformation is top of mind for agencies today, and for good reason. The explosive rise of generative AI is forcing a fundamental shift in how agencies operate, deliver value and compete in the market. From revolutionizing content creation and campaign optimization to automating tasks and optimizing workflows, GenAI is pushing agencies to evolve at an unprecedented pace, rethink organizational structures, service offerings and business models.
In 2025, the 4As will continue to dive into the key trends shaping this new era, including the impact of GenAI on agency operations, the evolving landscape of agency compensation models and the challenges and opportunities presented by new business development in this dynamic environment. The 4As is committed to providing agencies with the insights, resources and guidance needed to navigate this transformation and successfully leverage these advancements to foster innovation, and ultimately, unlock new avenues for growth and success.
Accelerating Business Transformation, Revamping Agency Operations
If business transformation is an imperative to the agency industry, agency operations are the key to its realization.
4As Initiatives
The 4As Agency Operations and Business Transformation (AOBT) Roundtable, composed of cross-discipline experts from member agencies of all types, ownership and sizes, published the 4As Agency Operations & Business Transformation Standard, the first ever playbook for AOBT agency professionals. The AOBT Standard offers a unified understanding and practical guidance to navigate today’s market dynamics and change management.
Trends and Forecast
As Generative AI continues to accelerate as one of the most disruptive technologies in recent history, the AOBT Roundtable will focus on how agencies can tap its tremendous potential by adopting it into their culture, policies, operations and work product. Agency AOBT professionals will need to consider the following:
- Culture: How can operations support and enable a culture of innovation, experimentation and learning? What infrastructure, policies and platforms for knowledge sharing will be needed to foster a culture that supports this transformation?
- Organization: How will organizational structures change? While some jobs may be replaced with GenAI, many will continue to evolve and new roles/skill sets will emerge. GenAI tools can automate repetitive tasks, allowing agencies to restructure teams around higher-value work.
- Business Models: What are the new business models for agencies? As roles change, technology is integrated, new capabilities realized, so too must business commercial and compensation models be re-imagined to ensure they are reflecting the new ways in which agencies are creating value for their clients.
- Risk: How can operations minimize risk to the agency? Data, which is key to unlocking the potential of GenAI, brings new potential for risk. Operations are critical for ensuring the proper guardrails and procedures are in place to protect both the client and agency.
- Client Support: What opportunities are there for AOBT professionals to create new businesses that clients need?
-
- Agencies have a front row seat to their clients’ operational challenges. As many agencies have created a business out of helping clients with marketing automation, there will be an opportunity for AOBT professionals to develop services and products to serve client operational needs as well.
Factors Fueling New Business and Agency Growth
Business development activity was varied throughout 2024, with increased activity expected in 2025 due to factors such as a rise in AI experimentation, a fractured media environment and innovative approaches to audience engagement in what is likely to be an unpredictable year.
Recent Developments
Business development activity varied widely throughout the year, with some large account reviews concluding, and a number of large and smaller reviews kicking off during Q4. Having a clear, authentic, differentiated positioning is critical to helping agencies stand out.
Trends and Forecast
Overall, we anticipate that the level of new business activity will increase during 2025, as marketers and agencies continue to experiment with AI, contend with an increasingly fractured media environment, and wrestle with how to keep audiences engaged with brand messaging during what looks to be a year full of unknowns.
4As Initiatives
Double-Clicking Into The Cost of the Pitch
Last year, the 4As and the ANA partnered on a study, The Cost of The Pitch II: The Rise of Value. This follow-up research, again conducted by Advertiser Perceptions, took a deeper look into two specific areas noted in the initial report in 2023:
1. The relationship between the cost/price of an agency and the value an agency can deliver, and how that relationship may change over time. Key Finding: Despite ‘value’ being critical to the client/agency relationship, very few clients and agencies have a formal way to define or evaluate value. The study also pointed out several ways that agencies can help accelerate the shift from ‘cost’ to ‘value.’
2. The specific expectations and behaviors that lead to a long-term client/agency relationship. Key Finding: Trust and transparency between the client and agency counterparts were among the key drivers of long-term relationships.
As a follow-up to this study, the ANA and 4As are working on a framework for defining and measuring value in client/agency relationships.
"I think the work the 4As does with the ANA is quite valuable. For example, we used The Cost of the Pitch report to help convince a current client not to issue an RFP for an additional part of their business, but to allow us to develop a potential solution for them."
- Adam Blankenship, Partner | EVP, PETERMAYER
Assessing Client/Agency
Relationship Tenure
A study done by a consultant in 2018 is the source of the oft-quoted figure of 3.2 years for client/agency relationship tenure. The 4As and the ANA partnered again to survey each organization’s members to see if that number still holds true. The survey results will be released during the first quarter of 2025.
More Robust Agency Search Consultant List
The 4As will be updating the Agency Search Consultant List to include the range of services offered by the different consultants. This will include not only agency searches, but consulting on new business, pitching, prospecting, etc. and whether there is a charge to the agency for that service.
Simplified RFI Template for Agency Reviews
- Following a positive response from approximately 80% of members surveyed by both organizations, the 4As and the ANA began crafting a standardized RFI template, aided by a task force consisting of members from each group.
- The 4As and the ANA plan to publish the result of this work in early 2025 and once the results are published, the 4As Agency Search tool will be updated to align with the new RFI template, further enhancing the utility of Agency Search. A link to the tool will also be available on the ANA website. Members are encouraged to keep their data current.
"We utilized the 4As for guidance and recommendations during a difficult pitch process. They were outstanding in helping us to navigate some unknown areas for us and help us conquer a virtual chemistry session. We are so happy to have them as a resource and their partnership is invaluable for us."
- Amy Wisner Ward, COO, Media Works Ltd
The 4As and the ANA have partnered with System1 and Winmo to investigate the hypothesis that long-term client/agency partnerships produce more effective work. This study is in its initial stage, with completion scheduled for this year.
2025 Business Intelligence & Insight Surveys and Reports
- Enhanced Billing Rate Survey: This survey will incorporate a new pilot section focused on pricing specific deliverables alongside standard rate metrics. This addition responds to a critical industry need: clients, consultants and search consultants frequently express that the absence of detailed, benchmarked deliverable fees is a significant barrier to adopting innovative compensation models. By addressing this gap, the survey aims to provide the data needed to support more progressive, value-based pricing approaches in the industry.
- Media Commission Survey: Based on member feedback, we will be adding this long-awaited survey to our survey offerings. While media commission pricing is no longer predominant, it remains an important component in many hybrid pricing arrangements. This survey will offer valuable insights into the current benchmarks and practices surrounding media commissions, helping agencies and advertisers gain a clearer perspective on this pricing approach in today’s evolving market landscape.
- Compensation Models Toolkit: Building on the successful collaboration with the ANA, the 4As Alternative Compensation Task Force is actively enhancing the Decoding Compensation Models & Implementing the Right Model toolkit. The 2025 edition will include new compensation methodologies, giving members a wider range of approaches to better align with evolving client needs and agency goals and select tailored, innovative compensation models that can drive greater value and foster stronger client partnerships in an increasingly dynamic industry.
4As Recommendations for Business Development
Trying to be all things to everyone likely means you will end up being nothing to anyone. Prioritize ensuring you have a distinct, authentic, meaningful agency positioning. Differentiate your agency, whether by industry vertical, audience, consumer need or another parameter. Find the thread that ties most of your clients together and build around it.
- Ensure your website is clear, not only in your positioning but also about your core competencies.
- Make it easy to contact your agency by including a name and contact information. Search consultants and marketers often don’t want to fill out a contact form and wait to be contacted.
- Build brand awareness and establish expertise to reach marketers less familiar with the agency landscape. Create sustained, relevant outreach with original thought leadership content. Become an expert in the areas in which your prospects operate.
- Focus on the new business opportunities the agency has the right to win. Saying ‘no’ is hard, but is sometimes necessary.
- Investigate how AI can help streamline some of the business development processes.
4As Recommendations for Retention and Organic Growth
Never take a client for granted. Clients want to feel needed and appreciated. Invest in a Relationship Management program, either third-party facilitated or run internally at the agency.
Listen to your clients. Hear what they’re not telling you to gain insights into pain points, business challenges, personal challenges and more. These are opportunities for the agency to solve their problems.
Creative Technologies and Innovation
Released in late 2022, ChatGPT became the fastest technology ever to reach 100 million users (in just two months). The platform launched a GenAI revolution and was quickly followed by hundreds of other general and purpose-built AI tools. The resulting transformation of both business and culture is nothing short of remarkable. The 4As is committed to equipping members to stay at the forefront of this emerging technology to leverage the possibilities and benefits of efficiency, productivity, scale and augmented creativity - while minimizing risks associated with GenAI.
A Whirlwind of GenAI Content
As GenAI platforms continue to drive disruption across our industry, the 4As has developed a wealth of related resources: the GenAI Blueprint, Noteworthy News, AI Committees (for independent and large agencies), a guide to preserving value in the GenAI era and much, much more. These resources aim to empower agencies at all levels of GenAI maturity and the technology will remain a key area of focus for the 4As.
Bookmark our AI/GenAI Hub for guidance and resources produced in collaboration with members and industry experts, and training offered by the 4As Learning Institute and our partners.
4As Initiatives
The 4As Guide to Content Provenance
Concerns around authenticity of digital content are on the rise, especially in light of the rapid advancement of GenAI capabilities and the widespread ease of creating high-quality content. Over the last 8 months, the 4As has convened a "content provenance roundtable" to explore this issue, potential solutions and challenges. We recently released a summary of our findings, drawing on those roundtable conversations, meetings with other industry stakeholders and additional research. The path to a viable, scalable and practical solution remains somewhat unclear, requiring much more industry discourse and debate - and the 4As is here to facilitate and guide; we remain committed to further exploration and collaboration across the industry.
Trends and Forecast
4As Recommendations: Staying Ahead with GenAI
Keeping up with evolving GenAI tech and tools is no easy task – it is an art and a science. The Creative Technologies & Innovation team at the 4As strives to be Scout, Filter and Architect for the industry. Here are some ideas and best practices for keeping pace:
- Streamline your sources: Lean on a tight list of trusted sources that deliver the most relevant news to you. Our favorite AI newsletters include Shelly Palmer, The Rundown, The Neuron, and Ben’s Bites. Plus our own Noteworthy News. Feedly Pro, which populates from RSS feeds and scours the web for topic-specific content is another resource we use.
- Follow the leader: Social media channels are packed with thousands of “AI Experts,” but not all of them are creating valuable, highly engaging content. Find those you trust and follow their content. Ethan Mollick and Allie K Miller are great starting points.
- Leverage your network: Connect with peers online and at events to share best practices, discuss common issues and explore synergies. The 4As AI Committees (for small and mid-sized agencies and large agencies) are excellent forums facilitating this interaction.
- Follow the money: Stay tuned in to VC investing trends. You don’t need to go deep or follow every well-funded startup, but watch for trends and acquaint yourself with a few investors to explore what’s on their radar.
- Commit to taking meetings: Time is precious, but carve out at least 30 minutes a week to hear a new pitch. You’re bound to learn something, even if it’s just to separate high-value from hype.
- Study the other guy: Monitor emerging technology deployments from competitors and brands you admire. What’s Next Is Everything is a great resource for this, where you can sort examples by technology (e.g., GenAI, augmented reality, etc.) or industry vertical (e.g., CPG, retail, etc.)
-
Balance research, experimentation and deployment: It can be easy to get stuck in an endless cycle of trying to follow the news about all of the latest AI advancements, and not do anything about it out of fear of using “old tech.” A critical balance must be struck here - balancing academic research with real world experimentation and deployment.
Customer Experience: A Catalyst for Agency Growth
A great customer experience can be as impactful - or indeed, more impactful - than an amazing ad. Today’s empowered consumers use digital technologies to make informed buying decisions, streamline their paths to purchase and engage with brands in new and unexpected ways.
Brand building has become much more than outbound communications. Every part of the customer journey - each ad exposure, every store visit (online or in person), any view of or engagement with a social post, the post-purchase and unboxing experience, etc. - all of that and more now contributes to that brand perception. And consumers tend to adopt new technologies faster than most brands, leading to a widening expectation gap between what people want and what most brands are able to deliver. Smart CX helps bridge that gap, and while most brands know they need it, they don’t always know what to ask for or where to turn. This creates a growth opportunity for agencies.
The 4As CX Council
The 4As CX Council has been helping members share best practices and to advance their own CX disciplines since its founding in 2020. But to help spread that knowledge outside of the Council, and in an effort to shine a light on the importance of CX for the industry, the Council has been developing a CX Primer overview, which will be revealed in a webinar titled Why You Should Care About CX on 1/29/2025.
Media, Tech & Data
In the past year, AI has significantly reshaped media, technology and data, revolutionizing content creation, personalized recommendations and audience insights. AI tools now drive asset generation, streamline post-production and refine audience targeting, enabling real-time analytics and cost-efficient content delivery. Meanwhile, immersive technologies like AR/VR and the metaverse are pushing media into interactive, cross-platform experiences, with streaming services adapting to meet evolving viewer preferences.
Privacy concerns and stricter regulations are also pushing media companies to handle data responsibly, balancing personalization with transparency. This trend highlights a shift toward privacy-conscious, AI-driven, interactive content distribution, catering to segmented audiences - especially Gen Z - who favor social media for discovery.
These advancements signal that technology and data's role in media will continue to evolve, emphasizing personalized, interactive and privacy-conscious content distribution across various platforms.
Privacy Brings Us Back To Reality
Privacy regulations and platform policies are creating significant uncertainties for the advertising industry and its data practices. Embracing privacy is not only crucial for compliance, but because your business’ success is dependent on meeting the needs of your clients. Take action now to align your current practices with existing regulatory and platform policies – there are no durable workarounds. There is a strategic opportunity to proactively mitigate the impact of future privacy changes by identifying areas of potential risk and adjusting your current planning, activation and measurement practices accordingly.
Trends and Forecast
- Planning, activation and measurement solutions have been iterating for a number of years given the rise of connected TV (CTV) alongside broadcast/linear, and privacy changes are only adding to the state of flux. To date, TV companies have mostly viewed privacy through the lens of compliance, while regulatory and platform shifts are now creating an imperative to think and act strategically about their solutions portfolio.
- The evolving privacy regulations also brought changes to how widely used analytics tools like Google Analytics handled data.
- This year, we expect privacy forward regulations and platform policies to continue evolving to address consumers’ demands for privacy. We expect frameworks like the C2PA to gather steam and the 4As will continue our engagement with this and other frameworks on your behalf.
4As Initiatives
Media Measurement Meets Currency Conundrum
Trends and Forecast
- Agencies have invested heavily in integrating complex, validated currency data systems for forecasting and reconciliation. Although some claim the industry is ready for big data solutions offering better accuracy and flexibility, critical challenges remain.
- Transitioning to a new currency system requires rigorous trust-building through audits, testing and reliable comparisons with historical data. Current "ready" solutions lack thorough testing, consistent metrics, integration with procurement systems and come with added costs and resource demands for handling multiple currencies.
- Marketing Mix Models (MMM) have witnessed a resurgence with new tools and techniques being introduced on a regular basis, especially as their use does not rely on 1st party data (or cookies) to measure marketing performance.
- This year, we expect the media measurement and currency tests and experiments to continue and to have significant and material impact on our members’ media businesses. We also expect agencies to continue the process of integrating their media and creative operations to sharpen their focus on the convergence and delivery between linear and CTV, amongst other things. MediaOcean’s acquisition of Innovid to integrate with its Flashtalking business unit is the type of M&A we anticipate more of in 2025 to cater to this convergence of creative delivery with media distribution.
4As Initiatives
The ANA has now specifically leaned into this area with Aquila (an ANA entity) created specifically to solve for advertisers’ cross-media measurement needs. The 4As has been part of this initiative from the get-go and will continue bringing our members’ needs and perspectives to bear for Aquila to consider in its product design and development.
Gardens Galore … Walled, Hedged and Hidden
Recent Developments
- Most major media and content platforms now operate as closed ecosystems, where each controls its own user data, content and advertising access. This shift prioritizes data protection and monetization but fragments the media landscape into isolated systems vying for user attention and ad dollars.
- The Trade Desk recently launched Ventura, their proprietary operating system for TV. For the TV stack (combination of linear, streaming and digital) to become a performance channel, what is required is deterministic measurement that works across platforms, attribution that connects TV exposure to actual sales and optimization that happens in real time. These are the capabilities that unlock incremental advertising dollars. We expect more media companies to continue launching their closed-loop proprietary systems to cater to this growing need. The 4As is committed to supporting our members as they revisit their media and creative organization and team structures to be able to react to these ever-evolving closed-loop ecosystems.
- Media planning now requires platform-specific strategies, as planners must navigate each platform's unique metrics and constraints. This environment demands dynamic budget adjustments based on which ecosystem offers the best ROI, making media planning more complex and resource-intensive as marketers balance targeted precision with limited cross-platform insights.
4As Initiatives
Which companies would you like to meet?
Send your suggestions to [email protected]
Talent, Equity & Learning Solutions
In 2024, the advertising industry saw continued advancement in AI, the increase in Gen-Z workforce, and DEI under intense scrutiny. 2025 brings a necessary re-focus on employee-centricity. The rise of employee demand for flexibility, increased demand in upskilling and supporting employees through the next phase of return-to-office will require creating a personalized employee experience that delivers on employee needs.
At the 4As, we empower and equip individuals and companies with unparalleled resources that accelerate careers. In 2025, we will continue to partner with members on training, guidance, tools and thought leadership that shapes the future of talent with our members’ needs in mind.
Preparing Future-Ready Leaders, Thinkers and Doers
4As Initiatives
Prioritize Inclusivity in Return-to-Office Plans
An inclusive approach to RTO will help to create a flexible and supportive workplace that supports the employee and accommodates the diverse needs of today’s workforce.
Trends and Forecast
- According to CBRE's 2024 Americas Office Occupier Sentiment Survey, the share of companies expecting to expand their office space within the next three years increased to 38%, up from 20% the previous year. The percentage of companies planning to eliminate space dropped to 37%, down from 53% in 2023.
- With 2025 planning underway, HR Executive reported that organizations should pay attention to several likely shifts as they continue refining policies for where employees are working. Currently, 33% of U.S. employers require full-time in-office work, which is expected to rise slightly in 2025 but not to exceed 50%, according to Rob Sadow, CEO and co-founder of research platform Flex Index.
- Our recent Employee Benefits Survey Report paints a similar picture. Agencies are actively introducing return-to-office policies with the majority of respondents enforcing a three-day (51%), or two-day (33%) a week in-office mandate. Flextime vs. a set 9-5 schedule is also favored with over half (55%) of agency respondents allowing case-by-case arrangements for employees to set work hours, and another 14% allowing the practice under a governed policy.
4As Recommendations
To prepare for a successful Return-to-Office (RTO), embracing these strategies will be key: (Source: Forbes | How Return to Office Policies are Impacting Employees in 2024 )
Appreciation luncheons/outings/formal events outweighed all but one employee recognition benefit with 75% of agency respondents reporting that the offering will continue into 2025 in our Survey Report.
Culture and Content Drive Personalized Employee Growth
4As Initiatives
The 4As Foundation hosted the Equity & Inclusion Congress in October, 2024. We came together with members and several influential DEI thought leaders to explore moving beyond a one-dimensional approach. Our theme “Championing Dimensions of Diversity” came alive through conversations on resilience, inclusion of neurodivergent talent and future-proofing DEI initiatives in workplaces and businesses. The Congress reflected optimism with a focus on reframing DEI as a business imperative and continuing to integrate it into all aspects of organizational culture.
The 2025 Equity and Inclusion Congress will take place in September and more information will be available soon.
Trends and Forecast
- Studies show training provides an enormous opportunity to promote an equitable, personalized employee experience that aligns with the growing expectations employees have from their agencies.
- Training has also proven to provide a powerful forum for connectivity among peers and across working groups, an opportunity to battle proximity bias, and a concrete way for agencies to demonstrate flexibility and insight since personalized learning approaches tend to be more effective than one-size-fits all interventions.
- Culture and content are the keys to success but it takes more than LinkedIn Learning subscriptions and conference passes. In 2025, it’s about ensuring everyone has access to the right content and context for learning and making sure that the managers and leaders who make up an agency’s “concrete middle” are supported and empowered to develop into next gen leaders.
Check out Talent Talks, a video interview series showcasing leaders who actively demonstrate ways to create inclusive and equitable workplaces that help individuals and companies thrive. We dive into challenges and actionable solutions in these in-depth conversations.
4As Recommendations
Flexibility Will Be the Competitive Advantage
Trends and Forecast
- Flexibility has been made more achievable with advancements in AI, enabling workplaces to adapt to the unique needs and strengths of each employee.
- Embracing flexibility is not just an ideal but a strategic imperative for organizations poised to thrive in the future of work. The Surgeon General’s framework on mental health highlights the urgent need for adaptable workplaces that focus on employee well-being, and current data strongly supports the correlation between flexibility, employee satisfaction, and productivity.
- A 2024 survey by the The American Psychological Association (APA) showed that a significant percentage of employees feel restricted by inflexible policies, which impact both work-life balance and overall engagement. Studies from the Society for Human Resource Management (SHRM) and Berkeley confirm that productivity increases in flexible environments, with reduced performative behaviors and increased focus on meaningful work.
- AI-powered tools make it easier to focus on output rather than presence, offering employees freedom to meet goals in ways that suit their personal work rhythms and responsibilities. This is especially beneficial for underrepresented groups, including neurodivergent employees and family caregivers, who benefit from personalized and adaptable work environments.
- In 2025 and beyond, successful organizations will be those that invest in employee-centric policies, acknowledging that well-supported employees contribute more sustainably and innovatively. Organizations focused on output, trust and adaptability are not only more likely to retain and attract talent but are also better positioned to see a measurable return on investment through enhanced productivity and innovation. By prioritizing flexibility, leaders create workplaces that foster trust, reduce burnout and empower every employee to contribute meaningfully, setting the foundation for a resilient and thriving organization.
Mergers & Acquisitions
Succession planning is no longer a future consideration—it was the most sought-after M&A activity among our members for 2024 and projected to keep pace in 2025. As agencies navigate economic growth, market volatility and labor challenges, succession planning has emerged as a focus area for ensuring continuity, stability and growth.
Succession Planning in M&A Strategies
Successful M&A transitions rely heavily on thorough pre-close preparation and robust post-deal integration. Addressing leadership changes and aligning incentives early minimizes operational disruptions.
Trends and Forecast
- M&A success increasingly depends on effectively integrating new management structures, ensuring employees feel motivated, and maintaining cultural continuity.
- Leveraging AI and data analytics has become essential, enabling agencies to make better-informed succession decisions. These tools provide deeper insights into valuation by accurately assessing both tangible assets and intangibles, such as expertise, client relationships, and intellectual property. This approach helps to strengthen an agency’s overall value. Structured planning and alignment of values are critical to retaining the strengths that make an agency distinctive and valuable in the marketplace.
Economic Outlook 2025: A Tailwind for Succession Strategies
The economic environment in 2025 presents both opportunities and challenges that will shape succession planning decisions.
Trends and Forecast
- GDP Growth: With U.S. GDP growth at 2.2% and global growth at 3.3%, agencies are navigating stable, albeit moderate business environments.
- Broadening Market Dynamics: Fed rate cuts are expected to stimulate investment, enabling buyers and sellers to engage in M&A activities with lower borrowing costs.
- Sector Shifts: Growth verticals such as Healthcare, Financials and Energy present attractive M&A opportunities to acquire SMEs and business expertise.
- Labor Market Concerns: Softening employment metrics suggest the need to double down on talent retention strategies.
- AI Innovation and Diversification: Ongoing AI advancements will continue to play a crucial role in value creation, impacting how agencies position themselves during succession.
4As Recommendations
Preparing for Succession and Strengthening Agency Value
Based on current trends and forecasts, here are actionable steps agencies should take to optimize succession strategies and position themselves for future M&A opportunities:
Succession planning is no longer optional in the evolving agency landscape. By taking proactive steps today, agencies can ensure not only a seamless transition but also maximize their value when the right opportunity arises.
“Thank you, working with the 4As is like having my own personal M&A SWAT team!”
- 4As Member
Closing Remarks
2025 promises to be an exciting year of opportunity notwithstanding ongoing and new challenges. From rebrands and agency transitions to rapidly advancing tech, evolving talent dynamics, the shifting legislative landscape and more, every aspect of our business is undergoing transformation. The pace of change has only accelerated in recent times – today is the slowest it will ever be. This requires agencies to become even more adept at building and fostering strong, lasting client relationships while simultaneously navigating and mastering the many facets of change with agility. While the paradox of embracing change and innovation with caution and responsibility may seem daunting, it holds the key to creating a more sustainable, inclusive future anchored by human experience and human intelligence. The 4As remains committed to supporting and empowering our members on this path. We will continue to deliver the necessary resources, expertise and opportunities for members to thrive and grow and remain your trusted partner throughout.
For me personally, this year marks an important milestone as I prepare to embark on the next phase of my professional journey at the end of May. Please know that the 4As will be in the capable hands of an amazing, collaborative team, passionate and energized about serving our members supported by a new leader at the helm. I'm excited by change and the possibilities of the future and more importantly, the ability to continue to feed my curious brain with new and exciting opportunities. Change, as they say, is a reliable constant and I am confident that the 4As and our growing member community are ready to leverage the opportunities and tackle the challenges 2025 brings.
Marla Kaplowitz
CEO
Make the Most of Your Membership
Our commitment to empowering your success relies on your active participation as a member. A 4As membership offers access to a wealth of benefits including thought leadership, resources and industry expertise. The more you participate, engage and get involved, the greater your benefit.
Tell Your Employees About Your 4As Membership Benefits
When your agency is a 4As member, every one of your employees is a member and has access to all of the membership benefits the 4As offers. Be sure to remind everyone at your agency to take advantage of their membership. All they need to do is register for an account on our website using their email and login to access all the resources included with membership. The true value of your 4As membership is realized when all your employees take advantage of our breadth of offerings.
NEW! Get Featured: Publish Content on Our Blog
We’re accepting original content from members and partners for our new blog. Share your point of view on industry topics and other content your colleagues and clients may find timely and relevant.
NEW 4As Website: Your Enhanced Member Experience Is Here!
Our new website is designed for a seamless and efficient member experience, helping you find the resources you are looking for more easily and to help you maximize the benefits of your 4As membership.
Check out some of our key offerings and explore the website for more.
Events & Communities
Our events provide members an opportunity to showcase their best and brightest talent on stage, to come together to address the most pressing issues impacting our industry and to stay on top of the latest trends. We produce impactful experiences that reveal insights, enhance your expertise and spotlight emerging technologies shaping the future of our industry. Events range from multi-day, in-person conferences to half-day workshops, hybrid and virtual events, regional and local meetups and niche events hosted in collaboration with our members and partners.
Our 2025 tentpole events
Stay in the know about upcoming 4As events. Learn about the latest studies and developments in your discipline. Connect with colleagues, clients and collaborators and find new opportunities.
02/12/2025
4As Decisions 2025 (Atlanta)
03/26/2025
4As Decisions 2025 (Minneapolis)
05/06/2025 - 05/07/2025
Capitol Hill Day 2025
“I think it's really wonderful for strategists to be able to come together and talk about the things that we really are passionate about and see the true work that goes behind every creative idea.”
Hannah Schweitzer
TBWAChiatDay
"The sessions have been amazing. I really loved the session on AI...it's a topic we have all been talking about a lot in our agencies and with the brands we work with."
Randy Gudiel
Orci
“The conference combined the logical, data science aspect and the cultural side of marketing in a really engaging way. I would highly recommend the Decisions conference for any agency to stay on top of what is happening."
Marilyn Mead
Head of Marketing, Winmo
“We left StratFest feeling inspired as we heard from some of the greatest minds in our industry about what’s next for the strategy discipline.”
“In order to grow the community we have to get together. This is the forum.”
"I learned so much in such a short amount of time. Every speaker brought amazing energy and insight which was incredibly inspiring.”
Speak at 4As Events
Elevate your agency brand, connect with colleagues and clients and build your professional profile by sharing your expertise as a speaker at one or more of our events. Speakers get complimentary access to the event.
Connect Through our Communities
The 4As endeavors to bring together members in a variety of forums to enable peer-to-peer networking and discussion. There are a number of ways to get involved based on agency type, level and region.
Strategic Partnerships
Over the last 5 years, the 4As has expanded its strategic partnerships program to include marketing platforms, technology and service providers that offer agency members exclusive access to education, knowledge and consulting across different subject matters and specialty areas.
Partner Membership
Partner Membership is for companies that work closely with agencies. We have added over 40 companies to the Partner Membership program–companies that provide access to expertise in areas like AI, analytics, talent management, agency operations and several others that help agencies grow and compete. Many of our partner members offer discounts to our agency members. For a full list of our partner members, please visit 4As Partner Membership.
Expert Network
In late 2024, we announced the launch of the 4As Expert Network, which makes finding the one-to-one expertise our member agencies seek even easier. Our expert network was designed to connect our members with the services, industry knowledge and insights of seasoned professionals. Members may get in touch with the experts directly to learn more about their services and hire them for their needs.
To learn more about this program and to start tapping our network of vetted experts, please visit the 4As Expert Network.
4As Member Perks Program
4As members get exclusive discounts and perks from partners offering services that support your daily business needs across operations and services. Companies such as Oracle NetSuite, SCOPE, Mintel, The Drum and Winmo provide exclusive offers for 4As members. Discounts can be found on our website.
Research
4As Research Services is dedicated to empowering our members with the data-driven insights they need to succeed. Throughout 2024, we continued to serve as an extension of our members’ new business, account management and strategy teams by completing thousands of in-depth secondary research requests in support of new business opportunities, client inquiries, brand reviews and advertising and business concepts. As we look ahead, we're excited to leverage AI to enhance our custom research offerings, while ensuring the highest standards of credibility and reliability. Our members can also continue to utilize our suite of databases for independent research, accessible 24/7. We're committed to your success, and we're here to support you every step of the way.
24/7 Access to Databases
In addition to our custom research service, we also offer direct access to databases on our website, allowing members to conduct their own research at any time.
"Thank you so much for all of these resources. They are so detailed, and I am excited to add this into my analysis. You have done a fantastic job, and I appreciate your efforts! I look forward to working with you again in the future."
- Jenna Rogers, BCH Ad+PR, 4As Member
4As Benefits
The future of insurance is undergoing a profound transformation, driven by technological advancements and evolving societal needs. Artificial intelligence is revolutionizing the industry, enabling a more accurate risk assessment, streamlined claims processing and personalized insurance products.
Insurers are embracing data-driven insights to predict potential risks and offer tailored coverage. As the climate crisis and emerging geo-political threats become increasingly prevalent, insurance will play a crucial role in mitigating risks and building resilience. The future of insurance promises a more efficient, customer-centric, and sustainable industry.
Not a 4As Member? Join Us!
Don’t miss out any more. Join a growing community of 600+ forward-thinking agencies benefitting from a 4As membership every day. See how the 4As can support your business transformation and evolving talent needs.
Get Social with the 4As
If you’re not following us on social, you may be missing out on updates. Stay in the loop and let’s continue the conversation.
Questions?
Send them to [email protected].