VIDEO HIGHLIGHTS: 4A's Management Conference

Howard Draft on the Gap Between Creativity and Accountability and Six Other Clips

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NAPLES, Fla. (AdAge.com) -- Last week's American Association of Advertising Agencies' annual management conference brought together ad agency chiefs for a three-day rumination on the theme "Return on Involvement/Return on Investment." Below are some of the video highlights from that event. ALSO: Comment on the videos in the 'Your Opinion' box below.

Ad Age Videography by Steve Raddock

HOWARD DRAFT: MEASUREMENT AS THE DEATH OF CREATIVITY?

"I suspect that many of us secretly believe that measurement is the death of creativity," DraftFCB CEO Howard Draft told the crowd. "We can all agree that if our agencies are to remain meaningful and relevant we must move toward total accountability in everything we do."

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CHUCK BRYMER: CHANGING THE NAME OF ADVERTISING

"I don't think anyone should apologize for creating advertising," said DDB Worldwide CEO Chuck Brymer. "In fact we'd probably be a lot better off if we spent more time redefining advertising rather than trying to rename it."

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SUSAN GIANINNO: CONSUMERS FREER TO PARTICIPATE IN CREATIVITY REVOLUTION

"The truth is consumers have been freer to participate fully in this creativity revolution than we have," said Publicis USA CEO Susan Gianinno. "They don't have to expose their ideas to focus groups. They have no briefings, no analyst meetings, no waiting for media plans -- they just run it on YouTube."

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ROY SPENCE: WALKING ACROSS AMERICA

One of the most unusual announcements at the conference came from GSD&M founder and partner Roy M. Spence Jr. "I'm going to walk across America, literally," he said. "I'm starting this Sept. 30 in Maine and I'm going to go 25 days a year for as long as it takes."

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O. BURTCH DRAKE: DIVERSITY IN AD AGENCY RANKS

Outgoing 4As President-CEO O. Burtch Drake said the industry recognizes and accepts the need for diversity in its ranks and is making progress. But he noted that "diversity in the ranks of ad agencies still has a very long way to go."

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TONY HOPP: CHANGING PERCEPTIONS ABOUT AD AGENCIES' ROLE

"I believe that the challenge for our industry is to bring perceptions about our role and our value in line with reality," said Campbell-Ewald CEO Anthony J. Hopp. "We must continue to build consensus regarding our accountability. Your voice, your participation Is critical here. This is not an issue where any of us can stay on the sidelines."

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TOM MESSNER: WHY I NEVER ATTENDED 4A's MEETINGS

"I used to attribute the fact that I never attended a 4A's conference to a streak of anti-social behavior that ran through me in mid-career," said Euro RSCG Worldwide partner Tom Messner. "At one of the notable agencies where I worked, we actually had to go out and hire an account executive to make cold calls on existing clients."

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