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4A’s to launch Beyond the Brief to celebrate standout members in its centenary year

'Beyond the Brief' to highlight 4A's member agency talent

The 4A’s is celebrating its 100 year anniversary, with the trade body and The Drum collaborating on a year-long series that will highlight individuals from 4A’s member agencies.

Set to launch on Monday, April 3 at 4A’s Transformation in Los Angeles, Beyond the Brief will profile the professional and personal lives of a wide range of agency professionals and talent at all levels, throughout the US.

“As we celebrate the 4A's hundredth anniversary, we intend to keep the focus on our members and the agency talent who fuel the ad business,” said Alison Fahey, chief marketing officer of the 4A’s. "We're thrilled to partner with The Drum to co-create Beyond the Brief, a spotlight on personal and poignant stories about agency life from our members.”

4A’s member agencies from all market sizes and geographies are encouraged to submit talent for the program (using the linked form) which is set to take a wide-ranging perspective on agencies and their talent across the country.

“I started my advertising career in the twenty-third largest market in the US, and have been fortunate to work with plenty of great professionals in larger and smaller markets,” said Doug Zanger, Americas editor for The Drum, who is based in Portland, Oregon.

“What I’ve learned is that talent from any and every size market are committed to doing the best work possible first. The stories of new junior creatives in Des Moines are just as interesting and compelling as those of seasoned senior leaders in New York City.”

4A’s Transformation brings together the agency community for three days of talks and sessions around topics such as storytelling, AI, VR, agency models, transparency, talent and more.

The event will also mark the organization’s leadership transition, with Marla Kaplowitz taking over as president and chief executive for Nancy Hill, who will be stepping aside from the role.

“The past nine years have been an incredible experience. I’ve been proud to represent and lead the industry I love through such a transformative time and advocate for issues such as transparency and diversity within advertising,” said Hill. “I have known Marla for a long time, and her passion is evident and infectious, which is critical to doing this job well. I think leading this organization will come naturally to her.”