About MPF

The 4A's Management Practitioners Forum (MPF) is our premier members-only conference for leaders of independent agencies. Focused on mission-critical topics, MPF features insights, guidance, and practical solutions from peer agency leaders and industry subject matter experts for leaders committed to advancing the growth, health, and operational effectiveness of their businesses.

On June 4 & 5, MPF 2024 brought together leaders of independent agencies in Chicago for a members-only conference on leading through continued disruption. Attendees tapped into the unique benefits of member-to-member networking and knowledge sharing and explored best practices across technology, talent, agency economics, growth, leadership and more. Thank you to all the attendees, presenters and sponsors for making MPF 2024 a resounding success.

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2024 Theme: Leading Through Continued Disruption

The combination of a variety of converging factors has resulted in our industry being in a state of ongoing disruption. Agency fees continue to be squeezed, talent and technology costs continue to increase, remote/hybrid work scenarios are the new normal, human creative work is being challenged and augmented by AI, and creativity itself has been democratized by the “Creator Economy.” In addition, cultural and social dynamics have become highly politicized, the measurement of digital media remains challenging, and we’re drowning in a sea of data as we search for meaningful and actionable insights. The challenge for agency leaders today is effectively leading their agencies through the continued disruption our industry is experiencing, while uncovering opportunities in every challenge and embracing change. Charting a course that leads to success for your business will be the defining factor for agency leaders.