Perhaps most enlightening, however, was not the work from some of the most progressive agencies around, but rather, the enthusiastic responses and interesting questions from audience members not previously in the “choir.” Whiting’s presentation showcased exciting examples of what occurs at the crossroads of advertising and product development – when ad agencies become production houses. Steve Dolan, choir enjoys a good preaching to, and for this digital advocate, Robbie Whiting’s session ‘We Made This, and It’s Not an Ad’ was a forceful affirmation of the need for a smarter, geekier approach to advertising. Pleasant reminders that industry idols are occasionally humble humans Respect for two rooted brands stealing spotlights (i.e. Erik Dreyer, I took away from my sophomore SXSW:Ģ. It’s not changing what you consume, it’s changing how you consume, and that’s pretty powerful.
This market is poised for success because it empowers the consumer, merges seamlessly with your online social presence, and helps build community. That’s because the always-energetic ‘Start Up’ crowd had packed the room and we were eager to get a hold of any and all insight into what makes P2P markets click. I had the fortune of a front row seat in a panel titled “The AirBnB of Everything: The Growth of P2P Markets,” which went quickly from introductions to a full break down of how to build a P2P marketplace. To me the emerging phenomenon is a cultural one - our steady shift into the Sharing Economy, a place where access trumps ownership. Well, I didn’t see any of those this time around. SXSW has turned into a marketing shit show - full of distractions and gimmicks to get you to use, try, or buy a product enough so they can claim to be the “breakout success” of SX. Among the thousands who made the mecca to SXSW this year, so too did the grad students from Boulder Digital Works.
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