Marla Kaplowitz

Marla Kaplowitz is the President and CEO of the 4A's (American Association of Advertising Agencies), a prominent trade association for the advertising and marketing communications industry in the United States. She has been in this role since May 2017 and is set to step down on May 30, 2025, after nearly eight years of leadership.13

Professional Background

Kaplowitz brings over 30 years of experience in marketing, media, and communications. Before joining the 4A's, she served as the CEO of MEC (now Wavemaker) in North America from 2011 to 2017, where she was instrumental in turning around business losses and enhancing client engagement. Her earlier career includes significant roles at MediaVest and Ammirati Puris Lintas.45

Achievements at 4A's

During her tenure at the 4A's, Kaplowitz implemented several key initiatives aimed at improving the organization's relevance and value to its members. These include:

• Enhancing Member Services: She improved the organization's Net Promoter Score (NPS) from 21 to 42 and significantly increased member satisfaction.13

• Diversity and Inclusion: Kaplowitz has prioritized diversity, equity, and inclusion within the industry, launching programs that support these values.5

• Advertiser Protection Bureau: She established this bureau to address brand safety and suitability in the digital advertising landscape, contributing to global initiatives aimed at improving media transparency and collaboration among agencies.34

• Strategic Partnerships: Kaplowitz fostered relationships with other organizations, notably the ANA (Association of National Advertisers), to enhance agency-client dynamics and improve the pitching process for agencies.34

Future Plans

As she prepares to leave the 4A's, Kaplowitz plans to engage in advisory roles and serve on corporate boards, including her current position on the board of Penn Entertainment, where she chairs the Nominating and Governance Committee.124

Kaplowitz's leadership has been marked by a commitment to evolving the 4A's to meet contemporary challenges in the advertising industry, particularly in navigating the impacts of technology and ensuring the agency sector's growth and sustainability.13