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I’ve probably done 20+ booths and booth draws in my life. Never been to a single conference/congress. Hoping to maintain that 0% for the rest of my career.
Lemme tell you, you don't want to see it. For example: You're going to spend months ideating and creating an incredible video that plays on some amazing display. And you sell it in as "and people will stop and say 'OMG, this changes everything..."
You spent weeks getting the messaging approved. You moved a problematic editor off the brand because they were constantly whining about all the minuscule changes. You fired an AD who "just didn't have the passion to bring it to life," meaning they didn't want to to work 3 weekends in a row.
Then you go to the congress. It's on one plasma screen, obscured by a fern or a cellphone charging station. There is no audio (you spent hours picking music for it). No one actually visits the booth, except to use the charging station.
The video has a typo in it, and you only see it after you've added it to your book.
This is the brutal truth for 99% of the stuff we work on it. Most of the printed pieces end up in the trash. Most of the digital stuff gets ignored. Personally, I think that dose of reality is healthy and much needed. Otherwise, it’s way too easy to get lost in the work and fall into the trap of believing that stuff we do at work is more important than the stuff we do outside of work.
I got to go to one because we had a complicated experience to build and honestly I wish as a department we get to go more often. It’s great inspiration especially since other hcp creative isn’t as easy to find as dtc. It’s also nice to see what’s working and what’s not irl vs what the client “reports” back (which is usually just their opinion)
No, and I've pushed for this. Seems it all comes down to budgets, and for some reason they don't see the value in creatives attending. Of course every agency is different, and at previous agencies, this wasn't the case.
I asked to attend one when it was local and got to go. It was amazing and I learned so much
I was once invited to one and super excited, then a week later told I was uninvited because the client tightened their budget… who did go? Several Account folks.
Used to go all the time. Now it's limited to local only.