OK, then. Enough with all this ad:tech adver-blather, right? Had enough? Us too but we're not promising we'll completely dump the topic because we'll definitely have some after thought and such. Though 24/7 ad:tech coverage is done for now and we'll be getting back to our usual wise-ass, wittylicious take on our favorite topic, there are a few more things to say.
Speaking of wittyliciousnous, you've no doubt noticed the added editorial spice here at Adrants over the past six months and that's all due to our not-so-new-anymore Co-Editor Angela Natividad. Oddly, prior to San Francisco's ad:tech we had never met ourselves before. Huh? Sorry, this first person plural thing isn't going to work very well in this case so I'm going to have to be me for a minute. Anyway, the two of us, as in Angela and I, had never physically met before and it was a wonderful thing to finally see the person behind the words I enjoy reading so much every day. Much fun was had but now that we've met and ad:tech is over, it's off to our respective coasts to continue pulling the ad industry's ego-filled nose hairs for your personal delight; one by excruciatingly painful one with true schaedenfraude-like vigor.
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I popped into a session at the recent ad:tech in San Francisco that covered Anheuser-Busch's Here's to Beer campaign and Verb, an active attempt to bring play back to the kiddies.
ad:tech is quite possibly the only place where beer marketing and children can be discussed in one forum.
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"You're born, you take shit. You get out in the world, you take more shit. You climb a little higher, you take less shit. Till one day you're up in the rarefied atmosphere and you've forgotten what shit even looks like. Welcome to the layer cake, son." - Eddie Temple, Layer Cake
ad:tech's Wednesday evening keynote, entitled Old Warriors Don't Die!, gave war-hardy industry executives a rare opportunity to reflect on the early state of online communication. Moderator Tony Perkins of AlwaysOn Network moved discourse saltily between the following panelists: founder Jonathan Nelson of Organic, founder Kevin O'Connor of O'Connor Ventures, managing general partner Bob Davis of Highland Capital, and co-founder Gene DeRose of House Party, Inc.
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Sadly, the final evening of ad:tech San Francisco came to a close. A stellar yet bittersweet close, the evening began with a fabulous party put on by DoubleClick at the W Hotel during which Cirque du Soliel-style dancers contorted, twirled hula hoops, danced, mimed, posed, postured, walked on stilts and generally provided the audience with first class entertainment. Perhaps some of that Google money is already finding its way to DoubleClick's coffers. We're also quite pleased with DoubleClick's recent re-branding which gives the company a refreshingly current look.
After downing an apple martini handed out to all in attendance and accepting a Macallan 10 from friend and DoubleClick Research Director Rick Bruner, the night quickly got off to a joyous start. As soon as I took the first sip of the McCallan, my pants started vibrating and it was fellow ad:tech blogger Ana Yoerg letting me know she, along with Adrants' Angela Natividad and Marketing Experiment's Mike Palmer would be arriving soon. While I waited for the crew to show up, I spent time speaking with AdFemme's Lindsay Mure, beautiful strangers from the exhibit hall floor, Rick Bruner's DoubleClick Co-workers and, yes, the famous Lindsey Frankenfield of ad:tech's past.
After all the ad:tech wannabe partiers gave it their best shot to get into this invite only party, the crowds thinned enough to make social fluidity far more enjoyable than an ad:tech New York Crobar party. At the outset of the party, the hula hoop girl took the dance floor and performed all manner of contorted hula-isms which made one want to call in a chiropractor stat. Later in the evening, the floor filled with the full-on Cirque du Soliel-style dance troupe which kept the crowd so entranced, the line at the bars diminished to near none.
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