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

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.

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“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.”