Ask Marla Kaplowitz about her outlook for the agency business in 2025, and she’ll begin by reminding you that ad agencies operate in a constantly evolving environment. In fact, they often do their best work and deliver their greatest value during periods of significant change. She does have several critical items on her New Year agenda. First among them is an agency “compensation reset” that goes beyond the standard Full-Time Equivalent (FTE) model. This month also marked a redesigned 4As website with new features and an updated logo.
