When two industry heavyweights meet and talk about the future of the advertising industry, it’s worth it to stop and listen. Marla Kaplowitz, President and CEO of the 4A’s for the past five years, probed industry issues earlier this month with Philippe Krakowsky, a 20-year veteran of IPG who recently completed his first year as CEO.
This is an edited interview (Ms. Kaplowitz asks the questions, Mr. Krakowsky replies):
- The biggest industry challenge? I would say that it’s keeping pace with the changes that technology is driving in every facet of our lives.
- The talent issue? We want our people to be in a company that innovates—a company that cares about inclusion and diversity, a creative business that on the media side takes a point of view and a stand on media responsibility. So, it’s a mix of a lot of things. I don’t think there’s a moment where you can solve this issue.
- The myths? I don’t think about myths.
- The future agency model? The future agency is more precise, more impactful and accountable, with a greater ability to understand the audiences that clients are trying to connect with or impact or engage with. But it’s not one thing; there is no future model.
- Core growth areas for agencies? Healthcare’s been really strong, and I think it probably stays that way. There’s an opportunity for all our creative agencies because they’re more and more connected. I don’t see any places where you can’t get to. There are many interesting places for growth.
Source: Farmer, M. (2022, February 15). Marla Kaplowitz Engages Philippe Krakowsky At 4A’s Decisions 2022. MediaVillage.