The first 4A’s Transformation Conference was held in San Francisco in early March.

True to the conference theme, most of the speakers talked about transformations from one perspective or another. The tone was cautiously optimistic (with the exception of VivaKi’s enthusiastic Rishad Tobaccowala, who declared that we are heading into a “marketing renaissance”). There was a focus on marketing basics, collaboration, attracting the right talent, and metrics and measurement. Among the highlights is an “instant classic” speech by Arcature’s Larry Light about marketing at a crossroads, some surprising insights about technology and young consumers, and very practical advice from consultant Tim Williams on how to be a better negotiator when it comes to agency compensation.

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