Just back from the 4A’s Transformation conference in San Francisco.
When you create a conference with the lofty goal of illuminating and educating agency leaders (not me, but pretty much everyone else there) on how they can indeed make the necessary changes to revolutionize our industry, it is always going to be somewhat difficult to live up that.
Many of the speakers echoed the desperate need for change and cast dispersions on the current methodologies and techniques being employed by ad, media and research agencies alike, but despite some speakers articulating some thought provoking ideas, I felt that overall, there was a paucity of ideas on how we can in fact make these necessary changes.
Amongst the most interesting segments of the conference, were 5 minute speeches by winners of a competition initiated by Nancy Hill, to find individuals within the industry (Transformers) to talk about how they would personally change things.
Below, is Sean Boyle, a Global Planning Director at JWT, and a friend and colleague of mine, ruffling some feathers with his somewhat controversial Stop-Start 10 commandments: A guide to how to change the industry.
What do you think?