17339: A Look At 4As Look Ahead 2026.

4As Look Ahead 2026 is a 93-page document presenting the wondrously innovative ideas, insights, and resources offered by the trade organization.

 

DEIBA+ doesn’t appear until page 43 in the People, Talent & Upskilling section, featuring opening gibberish by the 4As EVP of People, Talent and Upskilling and the 4As CEO, both of whom were newly appointed last year.

 

Absent are any clear and decisive DEIBA+ commitments, making minimal use of the word “inclusive”—and only in the bullet point dedicated to MAIP AI Offerings.

 

Hell, maybe MAIP should be revised to stand for Mendacious Artificial Inclusivity Propaganda.

 

For DEIBA+ in Adland, the look ahead looks like a view of the past.

17329: Delayed WTF 65—On Blackweek Awards.

MultiCultClassics is often occupied with real work. As a result, a handful of events occur without the expected blog commentary. This limited series—Delayed WTF—seeks to make belated amends for the absence of malice.

 

Adweek reported Blackweek partnered with Cannes Lions to launch its first awards program, designed to “celebrate work that moves representation forward, both in the creative itself and the teams behind it.”

 

Blackweek, its founders, and operating crew deserve respect. Full stop.

 

Yet can’t help but feel the awards angle represents a concession of sorts.

 

It’s a common stunt in Adland to generate interest—and income—by introducing trophy contests. Adpeople love shiny hardware more than they love hip hop.

 

Is another non-White awards spectacle necessary? Aren’t matters covered—albeit in segregated, underrepresented style—by ADCOLOR®, ANA Multicultural and Inclusive Marketing Excellence Awards, and 4As MAIP Awards? Not to mention performative PR, pseudo philanthropical propaganda, and heat shields fabricated by prominent White awards sources.

 

Teaming up with Cannes Lions sorta compounds the outrageousness too.

 

Sorry to close on a cynical note, but here it is:

 

In Adland, you can’t beat the system. Or the systemic racism.

 

Blackweek and Cannes Lions Partner on Awards Centering Representation 

 

The awards program will debut at Blackweek 2026.

 

By Alison Weissbrot

 

Blackweek, an industry forum dedicated to advancing business by helping brands, creators, and innovators connect with culture, is launching its first awards program in partnership with Cannes Lions. 

 

Debuting at Blackweek 2026 next October, the awards, which are in the process of being WARC-certified, will celebrate work that moves representation forward, both in the creative itself and the teams behind it. 

 

Blackweek and Cannes plan to announce categories, submission timelines, and an official name for the awards in the coming weeks. Both agency and client teams are eligible to apply. 

 

While some categories will focus directly on representation, others will purely be about the work, Andre Gray, Blackweek founder and chief activation officer, head of culture and entertainment, Havas Lynx.

 

“We want to just be like, ‘This is the best work.’ That’s what we’re geeked about,” he said. 

 

The key difference between these and other industry awards, however, will be the diverse pool of jurors evaluating the work from their different backgrounds and perspectives.

 

“Being in those jury rooms where I have to argue for the cultural relevance, the cultural competency, the nuance—we need something that is going to have that type of integrity,” Gray said. “We’re creating jury rooms where you don’t have to educate.”

 

Cannes Lions will consult closely with Blackweek on the awards, lending its expertise, processes, judging criteria, and other aspects of its blueprint. Both parties are still working out financial and ownership details of the partnership. 

 

“We’re taking the equity, the integrity, and the trust that we have with the Black and Brown community and combining it with the best-in-class awards,” Gray said. “Our strategic partnership and endorsement from Cannes Lions is about soaking up their blueprint, not reinventing the wheel.”

 

In a statement, Simon Cook, CEO of Cannes Lions, added that the organization is “proud to support and endorse the Blackweek Awards, and glad to share our experience in shaping world-class benchmarks that drive economic and societal change.”

 

“The Blackweek Awards are a necessary and powerful evolution in how we celebrate creativity—one that ensures historically marginalized voices are not only heard but celebrated on a global stage,” he continued. 

 

A different starting point

 

The launch of the awards comes on the heels of another successful Blackweek, which drew 2,000 attendees to its annual forum in New York City from Oct. 6-9, which is up from 1,300 attendees at its inaugural event in 2024. According to Gray, Blackweek has grown more than 200% in sponsorship and ticket sales year-over-year. 

 

While Blackweek’s founders didn’t always plan to launch an awards program, the support from Cannes Lions will allow them to provide the rigor needed to create a credible new industry program, Gray said. 

 

“We want to give a Cannes Lions-level experience, but do it with the trust and integrity that we have in our community,” he added. 

 

For Cannes, the awards can help accelerate change more rapidly outside of its jury rooms, which “can only move forward so quickly,” Gray said.

 

“We need to create a different room of people, so that they can also look at work and say, ‘From our vantage point, this is the work that should be heralded.’”

 

Like Blackweek, the awards will focus on quality and start from the perspective of underrepresented groups “and their safety, recognition, and community,” instead of “starting de facto from the winners of history, which are white, male, cis, heterosexual,” Gray said. “When you come from a different place, your solutions are very different.”

 

They also aim to give diverse people recognition that can translate into cultural capital in an industry where there’s pressure to stand out while doing more with less. 

 

“The easiest way to get known for your work is to get recognized for your work,” Gray said. “Awards do so much for people. That’s the work that some young person is going to look at today or in 10 years, and say, ‘I need to be like that.’”

 

CORRECTION 10/15/25 at 10:25 am ET: A previous version of this article stated that Blackweek’s awards are WARC-certified. It has been updated to reflect that the awards are in the process of being WARC-certified.

17243: Representation & Innovation Lacks Representation & Innovation.

Digiday published an interview with the newly appointed 4As EVP of People, Talent and Upskilling. It would be interesting to read the job description for that title. Or maybe not.

 

Has the 4As ever made an impact on DEIBA+ in Adland? Perhaps in the early 1970s when MAIP launched, leveraging the era’s societal commitment to progress. Since then, the trade organization has mostly fabricated heat shields, performative PR, and embryo recruitment stunts.

 

The new EVP sounds like all her predecessors, promoting the same Kumbayadda yadda yadda.

 

While the popular argument declares DEIBA+ ignites creativity, the DEIBA+ conversation continues to be clichéd, contrived, and cookie-cutter—ultimately generating crumbs.

 

Why 4As’ new EVP Sylvia Banderas Coffinet is investing around ‘representation and innovation’

 

By Kimeko McCoy

 

Between the AI arms race, political and economic headwinds, the ad industry finds itself at an inflection point, reshaping how organizations invest in and talk about talent. Most notably, advertisers are grappling with the pullback from diversity, equity and inclusion initiatives — largely given President Trump’s scrutiny of DEI.

 

The 4As hasn’t been immune from that recalibration. Earlier this year, the U.S. trade association for advertising agencies overhauled Multicultural Advertising Intern Program (MAIP) and Vanguard — two of the marketing industry’s cornerstone diversity programs — to be more be more inclusive beyond race and ethnicity. The changes were meant to fall in line with cultural shifts, but sparked concern from former MAIP fellows who argued that the move diluted the original mission.

 

As the industry navigates changes to DEI and surge in AI use, the 4As appointed Sylvia Banderas Coffinet as the organization’s evp of people, talent and upskilling, to expand the foundation’s reach and strengthen key programs, including the Multicultural Advertising Intern Program (MAIP) and Vanguard.

 

Coming into the role, Banderas Coffinet is pitching diversity as a business imperative rather than a moral initiative by measuring intern hiring rates and incorporating AI into program curriculum. Banderas Coffinet came with a background in media as CEO of Latina Media Network and corporate general manager at Vox Media. She was announced as the 4As latest hire under CEO Justin Thomas-Copeland on October 21.

 

“At the end of the day, engagement, inclusion, learning — these are not nice to have. They are the economic levers that are going to make you successful,” she said.

 

Digiday recently caught up with the newly appointed 4As exec to learn more about future-proofing MAIP and Vanguard, diversity amidst political headwinds and AI’s impact on the next generation of advertisers.

 

This conversation has been lightly edited for clarity.

 

How will you approach talent initiatives given the current climate of DEI setbacks and AI’s impact on job roles?

 

Innovation is still the goal. And while technology serves as the tool, it will never replace human ingenuity. As it relates to diversity, equity, and inclusion — we can get into the semantics of the words — but fundamentally, diversity is central to innovation. One without the other doesn’t exist. Probably the greatest killer of creativity is group think. Often, we talk about diversity and inclusion is good ethics, and it is. But I also believe it’s good business, and sometimes we get caught up in these conversations that forget that the numbers and the research and the years of analysis that have been done by numerous experts still show that there is a direct correlation between diversity and inclusion, talent and more successful campaigns.

 

Is there a difference between DEI and inclusion in terms of semantics, and how does this impact talent initiatives and programming?

 

Diverse workforces are a form of creating inclusion. Inclusion and belonging are ultimately rooted in equity. And the idea that when we have more voices in the room, when we create an aperture for more just more — more thoughts — innovation is a natural result of that. It’s unfortunate that we’ve turned this conversation into semantics. Because whatever we call it, the bottom line is the facts support that it’s good for the business. 

 

Considering the current climate around DEI, what initiatives do you plan to tackle to advise 4As members?

 

The biggest difference is the way we’re talking about it. Before, we could openly say this was a moral initiative. And that was correct. In many ways, that seems to be not as popular now. But the reality is the support and the numbers are there. So it’s OK to then turn it into a business conversation. I’m not saying it has to be either-or. It’s very much an “and.” It also depends very much on who you’re speaking to. Most of us that have done this work and believe in this work and understand the importance of this work, know that you can call it whatever it is, representation and innovation are critical to the bottom line. 

 

Does the shift from ‘moral’ dilemma to business imperative change how the 4As pitches partnerships to agencies and others?

 

The conversation is going to be best received if it’s grounded in the dollars and cents of it all. I don’t think that that’s the only anchor point. I believe most of us in the industry are living in New York and in the world, and just the way things are now, Gen Z is 50% diverse. There is a return to wanting to speak more on things like ROI and on impact business metrics. In many ways, I welcome that we are poised to have those conversations and there’s plenty of data that supports it. And if that’s what it’s about — if it’s about doing the right thing for the business — that’s good news for us.

 

How will you measure the continued impact of your MAIP or Vanguard programs, ensuring they deliver real outcomes rather than just symbolic initiatives?

 

The full-time hire rate is a critical measure. It’s a huge investment in time and upskilling and training. These programs are really rigorous and they also support the fellows after the fact. One of the most important measures for us is, did they land that full-time job? Did the agencies hire them full-time? The national average is around 53% for most internship programs [according to the National Association of Colleges and Employers (NACE) 2024 internship and co-op report]. We are at around 48%, and our goal is to get to 55%. 

 

Could you outline the expansion plans for the MAIP and Vanguard programs and how they will contribute to achieving the 55% full-time employment goal?

 

Part of that is ensuring that our curriculum and our upskilling is really responding to the greatest need of the industry — which is around AI upskilling — and to make that central. The other part of that is there’s a certain level of educating and reminding our partners that in many ways, our role has and always will be…our strategy has always been to identify and power and employ the next generation of creative leaders. That’s what MAIP is about. How we get to that 55% is very much by ensuring that our industry values and understands the importance of representation as innovation, that they can correlate how hiring inclusive talent ultimately means they see benefits in their bottom line. 

17062: Will Broadening 4As DEIBA+ Heat Shields Ultimately Expand Systemic Racism?

Adweek reported the 4As “broadened” its DEIBA+ programs originally focused on racial and ethnic groups—MAIP and Vanguard—to include “underrepresented groups such as those with neurodiversity, disabilities, and socioeconomically disadvantaged backgrounds.”

 

Outgoing 4As CEO Marla Kaplowitz insisted the heat shield expansion is not a response to President Donald J. Trump’s anti-DEIBA+ platform, claiming the decision was made before Trump’s return to supremacy. According to Kaplowitz, “We were constantly hearing feedback from [White advertising] agencies saying: ‘This is such a rich program. I wish we could expand it and offer it more broadly within our company’.”

 

MAIP stands for Multicultural Advertising Internship Program. Is a rebranding coming soon? How long before MAIP and Vanguard start welcoming White women?

 

Can’t help but think the Adweek report goes beyond performative PR—it smells like blatant bullshit.

 

4A’s DEI Programs Were Broadened After Agency Feedback, Says Marla Kaplowitz

 

CEO confirms eligibility for MAIP, and Vanguard was expanded before President Trump's second term

 

By Audrey Kemp

 

The 4As’ outgoing chief executive (CEO), Marla Kaplowitz, said it broadened the eligibility and curriculum for two diversity, equity, and inclusion (DEI) talent programs based on industry feedback.

 

Since 1973, the 4A’s Multicultural Advertising Internship Program (MAIP) has provided internships for people of color, while Vanguard, launched in 2021, was an initiative to help non-white advertising professionals develop their leadership skills.

 

However, since fall 2024, the trade body has widened the application process. It officially announced the change in May 2025.

 

In the face of directives from President Trump regarding DEI initiatives, businesses, from Amazon to Verizon, have been rolling back on DEI commitments and talent programs.

 

However, Kaplowitz told ADWEEK the 4A’s decision stemmed from ongoing feedback from agency partners and different companies in the media marketing sphere. She also confirmed it was made before the Trump administration took office.

 

“We were constantly hearing feedback from agencies saying: ‘This is such a rich program. I wish we could expand it and offer it more broadly within our company,” she said.

 

The move comes as the CEO prepares to step down at the end of the month, with Justin Thomas-Copeland set to take the reins as her successor.

 

Expanding Eligibility

 

The expanded eligibility for the programs now includes underrepresented groups such as those with neurodiversity, disabilities, and socioeconomically disadvantaged backgrounds.

 

Kaplowitz said that the shift was about embracing a broader definition of inclusivity, giving more people from different backgrounds an opportunity to enter the industry.

“With MAIP, we recognized that there was an opportunity to expand the aperture on what it meant to be inclusive… and to look at everything, from sexual orientation to ability to neurodiversity,” she said.

 

Some critics are concerned these changes might dilute the focus on race and ethnicity at a time when 90% of agency leaders identify as white, and the industry as a whole is lagging on representation. However, Kaplowitz remained firm that the core mission of both programs has not shifted.

 

“It’s challenging because MAIP has been around for over 50 years, and what was important to us is, how do we evolve the program and preserve it?” Kaplowitz said.

She added: “We needed to evolve the program to continue delivering on it and meeting the evolving needs of the partners. We are still focused on our core mission, which is, how do we create possibilities for people who are not necessarily given opportunities?”

 

She said education remains a central focus for the 4A’s, through scholarships, MAIP’s support for high school students in New York City, or Vanguard’s leadership development opportunities.

 

Practical Changes

 

Updates to Vanguard, which focuses on mid-career professionals, include an expanded leadership training component to resemble a “mini MBA,” aimed at better equipping participants with the skills they need to grow within their companies.

 

Practical changes to MAIP, which inducted 75 fellows in 2024, include an enhanced curriculum, incorporating AI training, business etiquette, and an understanding of how agencies make money—skills identified by industry partners as essential for success in today’s workplace.

 

MAIP will continue its summer “Labs” program and expand its partnerships with organizations like the VCU Brand Center to enrich fellows’ experiences.

 

Similarly, Vanguard’s leadership track is evolving to partner with a university to provide a “mini MBA” experience.

 

Kaplowitz expressed optimism that the revamped programs will continue to serve as a vital resource for underrepresented talent in the advertising industry. She said a main goal was to get more agencies and partners “to raise their hand and want to have more MAIP fellows, knowing that they come incredibly prepared.”

 

She also emphasized the 4A’s commitment to staying connected to the alumni of both MAIP and Vanguard.

 

“We have over 4,500 alumni from the MAIP program, and we’re still very much committed to those communities and staying connected to them,” she added. “We want to ensure they are part of the evolution as we move forward.”

16768: FYI ICYMI 4As DEIBA+ POV.

 

The 4As published performative PR, proclaiming its commitment to the classic acronym DE&I.

 

The 4As exposition also promoted another acronym—MAIP—along with assorted heat shields such as Vanguard and partnerships with DEIBA+ advocates.

 

TBF, the 4As has no real power or influence in Adland. White advertising agencies might feign interest, but their action—or inaction—communicates NVM and STFU.

 

Ultimately, the 4As revolutionary rhetoric reflects a simple acronym: BS.

 

Equality for all: The 4A’s commitment to save DE&I

 

By Cathy Chan Butler

 

“DEI must DIE,” the infamously bold statement from Elon Musk at the end of 2023, is a tone that unfortunately led us to where we are today.

 

Just four short years ago, everyone was making DE&I pledges in response to the tragic murder of George Floyd. Today, many are driving away from their commitments, casting doubt on the sincerity of DE&I initiatives and exposing them as a mere public relations exercise, ready to implode that the first sign of turmoil.

 

This shift is evident through numerous corporate actions this year. Most recently, Jack Daniels, Harley-Davidson and Molson Coors ended diversity initiatives, citing mounting pressure from conservative activists. But they are hardly alone. Tractor Supply and John Deere have also backtracked on their DE&I efforts. And lest we forget, earlier this year, Microsoft reportedly laid off an entire DE&I team after initially putting millions of dollars into it.

 

An equal, if not more harmful, action is companies like SHRM, the leading organization for HR professionals, announcing that it would drop the term “equity” and focus on inclusion and diversity, or “I&D,” moving forward.

 

Removing equity is not progress; it’s regression. It gives companies and their employees a false sense of security. It speaks to a deep lack of understanding of the importance of both inclusion and equity.

 

Equity is measured in terms of outcomes. Equity is often the harder and messier work that addresses systemic barriers through efforts such as salary parity, parent and family policies, institutional leadership programs and succession planning. It drives necessary, long-term change.

 

The challenge of meeting equity goals have led to increasing emphasis on inclusion, or rebrands to a new acronyms like Diversity & Belonging (D&B), Merit, Excellence & Intelligence (ME&I), or dropping DE&I programs altogether.

 

The hard truth is that equity efforts need a strong commitment from leadership and sustained, outcome-driven investments to succeed.

 

By neglecting any letter in DE&I, organizations risk not only perpetuating systemic inequalities and hindering their ability to attract and retain top talent, but damaging their reputation. This neglect feeds the cycle of underrepresentation in leadership, hinders creativity and ultimately, impacts the bottom line.

 

The potential reputational damage to organizations makes it all the more important for us at the 4A’s to remain laser-focused on DE&I.

 

Our DE&I work began more than 50 years ago when we founded the Multicultural Advertising Intern Program (MAIP). Since then, we have seen more than 4,500 ethnically diverse professionals make their mark on the industry through hands-on training and exposure. Our work has expanded to the Vanguard leadership program, providing accelerated opportunities for mid-level Black and LatinX professionals.

 

But there is more to be done, and we must continue to evolve and transform to keep up with the changing needs of agencies and individuals we support. We’ve created salary benchmark studies, diversity surveys, guidelines for investing in diverse media companies and candid, action-oriented events, such as Advancing Talent and the Equity and Inclusion Congress. These initiatives help us understand the state of DE&I in our industry, assess progress, needs and gaps and tailor offerings to address them.

 

We are not stopping here; we must also continue to do what our members need most: advance DE&I. We’re committed to meeting their ongoing needs and equipping them for the future.

 

Moving forward, we’ll focus on three key areas in need of evolution and which align to our renewed mission: to empower and equip individuals and companies with unparalleled resources that accelerate careers.

 

Expanding leadership development: We have successfully improved the outcomes for thousands of ethnically diverse students through our 4A’s Foundation programs. Moving forward, we will expand the acceptance criteria, evolve the curriculum to include more one-on-one coaching and skills-based learning and broaden our reach within and beyond the advertising, marketing and communications industry. This evolution recognizes the need to scale faster for greater reach and impact, serve more individuals, deepen their skills and improve economic opportunities.

 

Research, resources and tools: Our research has provided an industry-wide view of DE&I benchmark data, salary and compensation reporting. We will expand these resources to include diagnostic tools such as a DE&I Maturity Model, Accessibility Appraisal, Pay Equity Analysis and Talent Assessment and Succession Planning tool. We will also reinstate our annual benchmark survey to track progress. These changes recognize the need to provide members with action-oriented resources and tools so they can see how they are tracking against their goals.

 

Partnerships: We recognize that our members also include individuals with disabilities, who are neurodiverse, veterans, LGBTQIA+ and more. We will expand our learning and resources through partnerships with experts such as Understood.org, Do the WeRQ and others and continue creating programs with partners that reflect the world in which we live.

 

The 4A’s is committed to every letter in DE&I. To achieve generational and societal change, we must advance DE&I through individual and systemic actions.

 

While we celebrate progress on inclusion, a continued full focus on all aspects of DE&I will drive lasting, systemic change. We and our members will ensure this by prioritizing every letter in the acronym.

 

Cathy Chan Butler is the 4A’s EVP of talent, equity and learning.

15529: One School @ One Year = One Photo Op.

 

Adweek reported One School—hatched in partnership with Spotify and The One Club—celebrated its inaugural year by training 84 Black creatives and recording an 80% hiring rate for graduates. Considering that One School is a free 16-week portfolio school, the results seem extraordinary.

 

Then again, recruiting entry-level minorities is a slam dunk routinely executed by even the most mediocre players. Why can’t The One Club leverage its privileged influence to ignite an employment spike for mid- and senior-level Blacks?

 

And how do the figures from One School compare with the success rates of MAIP, High School for IAM, BrandLab or other education-based heat shields? The retention numbers will mark the true measure of progressive victory.

 

Check back in one year…

15469: 4As President And CEO Marla Kaplowitz Has A Dream. Or Daydream.

 

Upon taking another look at the Digiday article on Chief Diversity Officers, the comments from 4As President and CEO Marla Kaplowitz warrant examination. Here are the excerpted quotes:

 

For Marla Kaplowitz, president and CEO of the 4A’s, the recent hirings point to agencies beginning to deliver on promises they made following last year’s protests.

 

“The real issue is race, ethnicity. This industry has not made progress and we have to be intentional,” Kaplowitz said. “These organizations have to signal change and they have to deliver action. That’s why you see the real shift in a good way in this past year.”

 

Agencies have taken big swings at diversifying talent, releasing annual workforce statistics and admitting where there’s work to be done. Each swing is vital and necessary to better reflect who this industry serves, said Kaplowitz.

 

“This country is composed of diverse people and backgrounds, and that’s what we should be embracing,” she said. “If you are in this business, you are meant to not only shape and influence culture, but to mirror it. And if you don’t actually have the people in your organization that can reflect society, then you’re not able to do that.”

 

In the future, Kaplowitz hopes the industry will move past the need for chief equity and diversity officers, and will instead have diversity and allyship embedded in company culture.

 

“It’s going to take a long time, but I don’t think anyone believed that a year ago we were going to have a quick fix in one year because this was a centuries long [problem] in terms of society,” she said. “But wouldn’t it be nice in 10 years if these roles just didn’t exist because we didn’t need to focus on it in the same way because we were all working in enlightened workplaces and communities?”

 

Perhaps Kaplowitz’s words were rearranged and presented out of context. Or maybe Kaplowitz is a culturally clueless cretin. Probably a combination of the two possibilities.

 

When Kaplowitz took her role in 2017, she gushed, “I think the 4As has done a tremendous job with diversity and I want to make sure that continues to grow…” Yet over four years later, she concedes, “This industry has not made progress [with racial and ethnic diversity] and we have to be intentional…” Gee, it could be argued that Kaplowitz is a patronizing politician—or an intentional liar. Probably both.

 

Most outrageous is Kaplowitz wondering, “But wouldn’t it be nice in 10 years if these [CDO] roles just didn’t exist because we didn’t need to focus on it in the same way because we were all working in enlightened workplaces and communities?” Gee, why not further the fantasy by suggesting the elimination of 4As heat shields like MAIP, Vanguard and Glass Ladder—as well as the termination of Simon Fenwick? Then take the ignorant notion to its logical extension by envisioning the end of multicultural marketing, Adland’s separate and unequal ghetto. Gee, perhaps Kaplowitz is a delusional dreamer—or just a fucking idiot. Probably both.