logo_big[1] Transformation. What images does it bring to your mind? Change, excitement, new things, improvement over the current state, a little bit of anxiety about the unknown, growing pains, a Chevy Camaro from the movie "Transformers". After listening to a few sessions and talking to several folks in the crowd, my impression of the conference so far is "cautious optimism".

On one hand, Nancy Hill, the president of 4A's, and others at the helm have been touting the convergence of strategy, media and creative themes for this conference, how committed they are to driving change, technology, diversity and business forward. A new logo representing these principles was unveiled. The incoming president Chuck Porter of Crispin Porter + Bogusky spoke about the association's role in the government and encouraged everyone to send ideas to him directly cporter@aaaa.org

Cautious optimism was visible in Geoff Ramsey's of eMarketer panel discussion about data. Everyone agrees that although more data is available now, there is not necessarily a better insight about audience and campaigns. And that agencies' demand side platforms address only part of the process or the overall data problem. Cooperation with publishers, advertisers, research and other companies is much needed. Microsoft along with many, many other companies have been working on Terms & Conditions 3.0 for digital marketing campaigns. 

Yet, there have been few representatives of the creative community at this event - both in audience and as speakers. In fact, one guy in ripped jeans, a T-shirt, with hip glasses and long hair was standing behind me in the registration line and said "All these suits are making me uncomfortable". :) Hey, even Rishad Tobaccowala of Vivaki mentioned this.

Speaking of Rishad, his observations were spot on: the advertising industry is not a dying industry, but it acts and speaks like one. He challenged the industry, and agencies in particular, to focus on attracting and retaining talent, to think differently and to own the opportunities. In the world that's moving toward digital, agencies should have different organizational structures, different incentive plans, different ways of interacting with clients. Rishad Tobaccowala also alluded to the important role of the holding companies who can bring the globally scaled solutions to advertisers and sufficient negotiating power with technology companies.

As I look forward to day 2, I hope to hear more practical advice or strategies for agencies to transform themselves into successful companies with a strong value add.

Rimma

P.S. Check our photos on Flickr from Day 1!

Technorati Tags: ,