Today I received an invitation to the American Advertising Federation’s 2010 conference. I speak at AAF events, so I hesitate to criticize. But what the heck. They’re big kids. They can take it. 

Besides, I doubt they read my blog.

The invitation reads:

“Okay, we’ll say it. Conferences can be dull. That’s why this conference will be unlike any conference you’ve ever been to. No boring case studies. No mind-numbing speeches. No hard metal chairs. In marketing, it’s always been about the 'big idea.' How do you come up with one? Once you have one, how do you grow it? Manage it? Make it profitable? AAF National Conference 2010 will explore the 'idea' from inception to execution, and everywhere in between. Want to explore? Sign up for the 'Scavenger Hunt,' a workshop that will send you on a hunt for the next big idea. How far can you stretch a penny? Our speakers will help you discover innovative and efficient ways to address conservative budgets in today’s marketplace. Can you think on your feet? Take an improv workshop to boost your creativity and quick-thinking skills.” 

If you plan to attend, don’t show that to your clients. When it comes to client complaints about agencies, limited scavenger hunting and improv skills don’t exactly top the list. 

As for the Big Idea? Overrated. Creative people would do better to brush up on building a rock-solid strategy—from which sound ideas flow. Sound needn’t be “Big” to pay out big. No one would accuse the old Ginsu Knife ads or, more recently, the Snuggie ads of featuring a Big Idea. Moreover, lots of Big Ideas flop when it comes to sales. The Taco Bell Chihuahua. The Milk Mustache. Man Law.

A worthwhile event should challenge thinking, broaden horizons, sharpen skills and improve measurable outcomes. The upcoming AAF conference may well be a great one. But, unfortunately, the promo I received makes it sound more like play time designed to validate the myth that creativity is some elusive, etherial je ne sais quoi, rather than a discipline you can develop.

To be fair, the session on penny-stretching might be worthwhile.

Steve Cuno  
 


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