Word just in: our next global conference is to be in Los Angeles.
Ours is a carefully tuned, commercial business, of course. We are in the business of asset creation through the power of ideas, so it’s only right that we take our business responsibilities seriously. Advertising is not an art (though it shares some practices with art), it’s a craft – and the craft is to get people to prefer one brand or service to the rest of the market and thus build business.
So: what is the business reason that is taking us to Los Angeles? Is it the desire to include a new agency in the network? An enthusiasm to include our burgeoning group of digital, experiential and shelf-strip producing agencies beneath our benevolent sheltering wing? Is it because we need to be more attuned to the Californian way of life, for Californians represent a valuable new demographic for our clients (cf: “China” and “India”)? It is none of these.
The truth is that some one hundred people are going to be flying to Los Angeles because that is where our Chairman has one of his six homes, and has timed the conference to overlap with half-term and will bringing his two children with him. The word is that there are also some vital questions of home decoration to be considered, and these must be dealt with “on site”, as presumably even the niftiest of digital technology is unable to replicate the full effect of Californian sun on mosaic swimming pool tiles…
Ah well. On the very plus side, Unfeasibly Attractive Girlfriend, Old Friend At Work, Enthusiastic Account Guy, Best P.A. in the World and others will be there and we’ll be in sunny California – so maybe what ought to be running through my mind is sub-Virgilian phrases about gift horses and their mouths, eh?