Campaign Chemistry

Who are the newest marketers changing the game and what do they have to say about the industry?

Last week, Campaign celebrated its first Spark Awards, an initiative to spotlight emerging marketers with under five years of experience who demonstrate creativity, agility and new perspectives. From scripting segments of NBC’s Saturday Night Live 50th Anniversary Special to writing and art-directing Nickelodeon’s Emmy-winning 2023 worldwide rebrand spot, Spark’s 2026 honorees show promise of sparking industry change.

In this conversation from Campaign’s annual Convene conference, reporter Julia Walker sits down with Davonte Anthony from McKinney, Lauren Dismond from BarkleyOKRP and Amanda Cornell from Ally Financial gives us a look at the inspirations and challenges established marketers should be aware of, should they want to lend a hand down to those emerging in the industry.

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This week, we revisit a conversation from last August when we first sat down with Justin Thomas-Copeland, who was in his first 100 days as the new CEO of the 4As. We get to catch up with Thomas-Copeland again at our annual Convene conference on February 25th in NYC for the highly anticipated session, State of the Nation.

In this conversation, the new CEO discusses his transition into leadership and his vision for the future of the advertising organization that services ad agencies. He discusses the need for agility in serving members, with a focus on developing next-gen talent, driving human ingenuity, enhancing community engagement and lastly, leveraging technology to better deliver 4As offerings.

Thomas-Copeland also shares his take on the future of awards in the industry, the impact of entertainment and influencers on the ad industry and what brands he thinks are driving the future of marketing.

The Takeaways

Grace is essential when transitioning into new positions, especially in leadership roles.

 

Talent development, incorporating technology and community engagement are amongst the key focuses for the 4As moving forward.

 

Copeland aims to foster a culture of human ingenuity within the industry. Agencies need safe spaces to learn and grow, especially in the age of AI.

 

Talent management is a key concern for agencies.

 

Brand building must adapt to new consumer behaviors. There used to only be ad agencies to execute brand messaging; today, there are a variety of services and specialized agencies to choose from.

 

Technology is reshaping the competitive landscape.

 

Awards need to evolve with industry standards and the incoming wave of new creatives who care less about awards and more about brand purpose and effectiveness.

 

The entertainment industry and the creator economy are changing marketing dynamics.

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The countdown is on. 
With only two weeks to go until Campaign Convene, marketers are getting their passes ready for Campaign’s one-day conference in New York City. In this episode, editor Luz Corona sits down with Campaign data journalist Cecilia Garzella to peel back the curtain on the programming and themes defining this year’s gathering for marketing and advertising professionals.
They dive into a jam-packed agenda featuring 11 high-impact sessions, ranging from the “State of the Nation” to complex legalities of bold, innovative campaigns to the possibilities of AI in marketing. It’s not just about the big names, though; it’s about the next generation of big names. The duo discusses the inaugural Spark Awards, celebrating 20 honorees who represent the most vibrant emerging talent in the field today, to be celebrated during a reception following the conference.
This year’s theme, Rewired for Relevance, was created to inform marketers on major industry challenges and drive inspiration to keep brands and marketers at the forefront of creativity and innovation. Key topics include AI, sports, the creator economy and more.
Registration is open now — head over to campaignUSconvene.com to secure your tickets and join us in NYC.
Interested in reading up on the speakers, topics and brands featured in the lineup? Check out past coverage that paved the way to this year’s Campaign Convene for a preview.

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In an industry often obsessed with the "new," Arnold stands as a titan with an 80-year legacy. However, staying relevant for nearly a century requires more than just history; it requires strong commitment in maintaining relationships and building trust with clients.
In this episode, Arnold CEO George Sargent joins host Emma Thumann to pull back the curtain on how the agency fosters a culture where it’s "safe to be brave." From the recovery of the post-pandemic landscape to balancing the integration of AI without losing the human spark, George explores why curiosity remains the most valuable asset for any marketer. We dive into the resurgence of humor in advertising, the necessity of in-person chemistry for building trust and why the most successful creative solutions are born from deep, long-term partnerships. Whether you’re a seasoned leader or emerging talent, George’s insights on leadership and adaptability offer a masterclass in navigating the shifting tides of modern marketing.

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Liquid I.V. wants you to “take a look at your pee” this Super Bowl and beyond.
The powdered hydration brand appeared last night on America’s “biggest stage,” a la singing toilets, to encourage viewers to pay attention to the major signs of dehydration, particularly during bathroom breaks.
On this episode of Campaign Chemistry, Liquid I.V. CMO Stacey Andrade-Wells joins immediately after the Big Game to give us a behind-the-scenes look at the brand’s journey to its big Super Bowl debut. 
The sound bite
"Could I have imagined that I would be putting singing toilets on the Super Bowl? No, certainly not.”

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