4A's Considers Inviting Consultancies to Become Members
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Marla Kapolowitz promised change when she took over at 4A’s, and she’s delivering: The century-old agency organization is weighing whether to allow consultancies, such as Accenture and Deloitte Digital, to join.
The move is almost certain to stoke controversy in an industry where many agencies view consultancies as heated rivals. The 4A’s board is meeting next week and people with knowledge of the matter believe this will be one of the topics of discussion, though Ms. Kaplowitz would not confirm that.
“It’s something we’re looking at given what’s happening from an industry perspective,” says Kaplowitz, who took the helm at the 4A’s as president-CEO earlier this year. She adds that the likes of Accenture, Deloitte Digital’s Heat and IBM ix, among others, have expressed interest in joining the association. A decision by the board is expected by the end of the year.
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