Under her leadership, the 4As rebounded swiftly, with a stronger team and a clearer sense of purpose. Kaplowitz said the organization’s net promoter score among its members, which had been stuck in the negatives, now sits at a 46.

“When I first arrived, we were facing a lot of skepticism. But today, we have a stronger, more engaged membership. That’s something I’ll always be proud of,” she said.

Rethinking agency compensation

One of Kaplowitz’s most enduring legacies is her work to modernize the industry’s approach to compensation.

“We need a reset on agency compensation,” she stated unequivocally. “The models we’ve relied on—full-time employee (FTE) or cost-plus—are outdated. We need outcome-based compensation that reflects the value we’re delivering in an era of data and technology.”

As the industry evolves, particularly with the growing integration of artificial intelligence, Kaplowitz believes this reset is more crucial than ever. “It’s time to rethink how we value the work agencies are doing,” she said.

Building an inclusive industry

Kaplowitz has kept the 4As committed to broadening access to the advertising industry through DEI and talent programs like MAIP and Vanguard. Under her leadership, eligibility was expanded to include neurodiverse individuals and those from socioeconomically disadvantaged backgrounds.

“It’s about making space for people who’ve traditionally been left out,” she explained. “Inclusivity isn’t just about race or ethnicity; it’s about embracing diversity in all its forms.”

Passing the torch

Now, Kaplowitz is passing the baton to newly minted 4As CEO Justin Thomas-Copeland, who Kaplowitz described as “bold, visionary, and truly understands the needs of agencies.”

“I’ve known Justin for years, and I’m excited to see where he takes the 4As next,” she said.

As she transitions out of her role, Kaplowitz plans to stay engaged with the industry through board work and advisory roles. “What excites me is continuing to work with senior leaders, helping them grow and evolve, and feeding my curious brain,” she said.

Reflecting on her career and the legacy she leaves behind, Kaplowitz is clear: “This is a chapter that I will always be proud of. But I’m excited for what’s next—for me and for the 4A’s. There’s still so much work to do, and I’m confident that Justin and the team will carry the torch forward.”