"As industries change - and which industry isn't undergoing massive transformational change right now? - so must their industry associations. Look no further than MMA, which started out as the Mobile Marketing Association during the decade that was "the year of mobile!" - then subtly became the "modern marketing association" - and is now simply MMA, dedicated to unlocking the power of AI for marketers."
"Holding companies are now fewer and flaunt their massive scale, while independents try to compete using bristling tech and antelope-like agility. And AI disrupts everything from entry-level staffing to synthetic audiences. Enter Justin Thomas-Copeland, who took over as CEO of the agency world's industry association, the 4As (which used to stand for the American Association of Advertising Agencies, then crunched it to 4A's, a possessive that never should have been, and is now back to 4As.)"
Industries are undergoing massive transformational change, and industry associations must adapt to remain relevant. MMA evolved from the Mobile Marketing Association to a modern marketing body focused on AI for marketers. The agency sector faces tectonic shifts as holding companies consolidate and independents respond with technology and agility, while AI alters staffing and audience creation. Justin Thomas-Copeland became CEO of the 4As and aims to update the association's offerings for over 600 members. The 4As plans to relearn practices, ask new questions, and better support member agencies confronting platform shifts, creator economies, technological change, and macroeconomic pressures.
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