Comeback player of the conference: GRP. The Advertising Research Federation, er, tweaked its plans to replace rating points, announced in July at a big press event, with the more behaviorally focused concept of engagement. "I made a mistake by throwing up a chart and saying that new metric should be engagement," said ARF Chief Research Officer and slightly Yoda-ish Joe Plummer in a delightfully geeky session. Concluded 4A's Exec VP Mike Donahue, "We were hoisted by our own petards back in July." It happens.
Best David Verklin quote: "This isn't really a panel for me. This is a job interview," the Carat America CEO's not-so-veiled reference to Aegis Group's perma-acquisition-target status on a panel filled out by executives from all of the major holding companies.
Most sophisticated barside interpretation of Al Gore's global-warming speech: Mr. Gore, the chairman of Current TV and newly minted consumer-generated media evangelist, was himself becoming a media channel.
Most realistic barside interpretation of Al Gore's global-warming speech: The ex-veep and self-described "recovering politician" was shilling for matching media dollars. "We need comps," he said.
Best nonanswer: "A supermarket or a gas station. Just to see how they work." -- Tim Armstrong, Google VP-ad sales, when asked what he'd liked to see his company buy. Who says Google doesn't talk about its strategy?
Most honest statement on consumer-generated media: "If you spend a lot of time with it, you realize how many uniquely untalented people there are in the world." -- Jason Hirschorn, MTV Networks' senior VP-digital music and media