The 4As Transforms with New Leadership for Future Success

A New Chapter for the 4As

On August 19, 2026, the 4As (American Association of Advertising Agencies) unveiled a significant transformation designed to enhance its operational model and foster innovation. As part of this shift, the organization announced the appointment of two key executives: Brad Mehl as Executive Vice President, Product, and Missy Mans as Executive Vice President of Integration, Program Management & Innovation (IPMI).

The 4As, which serves over 600 member agencies across the United States, is committed to evolving its role within the advertising industry during a time of rapid change and disruption. CEO Justin Thomas-Copeland expressed excitement regarding the appointment of these new leaders, highlighting that their expertise will bring immediate value to the organization's members. “In a landscape where agencies are reinventing themselves at unprecedented speeds, we must adapt similarly,” he stated.

Reimagining Member Value

Historically, associations—such as the 4As—have been structured around functional roles or areas of expertise. Although this approach has led to significant achievements in industry leadership and programming, today's market demands a more integrated and dynamic strategy. The announcement signifies a strategic pivot towards a model that mirrors the operational effectiveness seen in leading product organizations.

The new operational structure focuses on comprehensively understanding member needs and integrating experiences across all offerings. The idea is to create an organization that is agile, collaborative, and capable of generating real value at every member interaction. This transformation aims to deepen connections among products, training programs, events, and even research initiatives.

Building an Integrated Organization

The establishment of the Product business unit aims to unify experiences such as flagship events, research findings, and benchmarking efforts into a cohesive portfolio. Brad Mehl, with over 20 years of leadership experience in product strategy, will spearhead this initiative. He emphasized that the goal is not just to create products but to fundamentally rethink how the organization delivers value to its members. “We have strong expertise and influence, and it’s my privilege to align these strengths into an evolving product portfolio that meets our members’ needs,” Mehl remarked.

Alongside the Product unit, Missy Mans will oversee the Integration, Program Management & Innovation business unit. Mans, recognized for her leadership in large-scale transformation initiatives, has previously worked on long-term strategies and operational improvements at Colle McVoy. She highlighted the importance of fostering systems that support innovation, stating, “For innovation to thrive, organizations must build a framework that connects people, community, technology, and execution.” Her leadership is expected to streamline planning, execution, and performance measurement across the organization, ultimately enhancing agility and collaboration at the 4As.

A Strategic Investment in the Future

Together, Mehl and Mans symbolize a strategic investment intended to ensure that the 4As remains relevant in a continually evolving industry. Their appointments come at a critical time when relevance in the advertising sector is increasingly tied to how well organizations respond to client demands and market changes. As Thomas-Copeland expressed, “Relevance isn't just declared; it's earned daily through listening and adapting to provide real value.”

The 4As was founded in 1917 with a mission to advocate, enhance, and protect the interests of its members and the advertising sector as a whole. The organization currently comprises 600 member agencies that manage over 85% of total U.S. advertising expenditures. By combining resources, talent, and advocacy, the 4As is committed to navigating the complex agency landscape effectively.

With these significant leadership changes, the future looks promising for the 4As, as it endeavors to empower its members and maintain its standing as an indispensable partner within the advertising community. The newly formed leadership will focus on advocacy, talent management, and creating impactful experiences that foster growth and collaboration across the board.