Marla Kaplowitz — Board Director at Butler/Till

Butler/Till, a women-owned, independent media agency headquartered in Rochester, New York, has appointed Marla Kaplowitz to its Board of Directors. Kaplowitz is a highly respected figure in the advertising industry, best known for her long tenure as President and CEO of the 4A's (American Association of Advertising Agencies), where she led the industry trade organization through significant transformation and advocacy efforts. This appointment signals Butler/Till's ambition to strengthen its strategic governance and leverage senior industry expertise as the agency navigates a period of record growth. The appointment was made alongside the promotion of three key agency leaders internally, suggesting a broader organizational evolution at Butler/Till. The agency has been expanding its capabilities and client base, and adding a board member of Kaplowitz's caliber reflects a maturation of its leadership structure. Her deep relationships across the agency, media, and technology ecosystem position her to provide valuable counsel on business development, industry positioning, and talent strategy. This move is notable in the context of independent agencies seeking to compete with holding company giants by building robust advisory and governance structures. Kaplowitz's appointment brings credibility and a wide network to Butler/Till's board, potentially opening doors to new partnerships, clients, and talent pipelines. It also underscores the growing trend of senior industry executives transitioning from trade association or operational roles into advisory and board capacities.

This leadership change reinforces a broader trend in the AdTech and agency ecosystem where independent, women-owned agencies are professionalizing their governance structures to compete more effectively against larger holding companies. Butler/Till's decision to bring on Marla Kaplowitz — a figure with deep ties across agencies, brands, and media organizations — signals that the agency is positioning itself for accelerated growth, potentially including expanded service offerings, new client verticals, or even future investment or acquisition activity. Kaplowitz's experience at the 4A's gives her unique insight into industry-wide challenges such as talent retention, diversity and inclusion, AI adoption in advertising, and media transparency — all areas where Butler/Till can benefit from strategic guidance. For the broader AdTech landscape, this appointment highlights the increasing importance of strong governance and advisory networks for mid-sized independent agencies looking to differentiate themselves in a consolidating market.