4A's Transformers Program Misses The Point

I'm all for change in the advertising industry. Because frankly, the consumer is always changing. And while certain techniques or tactics can work for years if not decades, inevitably they will wear thin as consumer behavior changes.

So at first glance I was very excited to hear that the 4As have launched their Transformers Program. Here's how Nancy Hill, President of the 4As (and the woman who still won't follow me back on Twitter...don't make me beg, Nancy) frames the need:

"Like you, I'm tired of hearing from the same industry thought leaders talking about the same so-called thought-leading things at industry conferences. What I really want is to hear from you: If you had just five minutes in front of the entire advertising community, what would you say about transforming advertising as we know it?"

Sounds good, right? Here's the group that George Parker calls a giant "wankfest," actually saying they're open to new ideas and understand the need for change. What could possibly be wrong with that?

Here's what.

Instead of actually courting new ideas or actively participating in the conversation of new ideas or even engaging in new ideas, they're running a...wait for it...contest. (I bet you they'll even call it "crowdsourcing.")

Let's call it what it is, shall we? They are asking for submissions for a chance to present your idea on "how you would transform advertising." And the "winners" get to present in front of the 4As elite. Sounds like a contest to me.

And the best part? If you win, you get five whole minutes to make your presentation.

Old Thinking Strikes Again

Look, I know I'm being more than a little snarky here. I have to give them some credit for at least trying. But let's be realistic about this. We're going to present our earth-shakingly new ideas to a bunch of people who don't really get what we're talking about in the first place, then these individuals are going to select which ideas are worthy of being heard and then they're going to sit down and listen to a grab-bag of five-minute presentations that can never adequately convey the depth of the ideas in the first place.

I've heard of throwing-a-bone premises before, but this is surely one of the worst examples of it. They've got whole networks of participants and thousands of blogs they could engage with right now, for free, 24 hours a day, seven days a week, 365 days a year if they were really interested in new ideas. It's all out here. We're not hiding. But instead they are asking us to come to "court" and make our "petition" before the "royalty."

The Conversation Is Already Happening

I got an idea for you Nancy: Follow me back or at least post something to your Twitter account that hasn't been used since March. And I'm being totally serious about this. I'm too tired to be snarky at this point.

The fundamental flaw in the Transformers Program is that it's a "build-it" strategy, which is what's wrong with the advertising industry in the first place. Instead of going out into the wild and engaging with "customers," we always try to build something we think is a really cool idea and expect everyone to flock to us. And yes, it can work and I predict a lot of submissions to this program. But it still misses the point that the real conversation is already going on out here and you're not a part of it. And the longer you hold yourself separate, the more irrelevant you become despite your best efforts with programs like this.

Change Takes Commitment

My suggestion is that you follow the examples of some of your own, more forward-thinking members first and start breaking down your walls. Set aside egos and start making time for the rest of us on a regular basis, not just in a five-minute increments when it's convenient for you since you're already at a conference. Sure, you don't have time for it. But why do you assume we have the time to come to your conference? Is our time less valuable? If you want to hear from us, give us the time of day. We're not afraid of sharing. Believe me!

If you really want to hear new ideas, you have to make time to immerse yourself in them. Because I can guarantee you the ideas that rise to the top in five minute presentations will only be the ones you already understand. And that's not embracing new thinking or transformational strategies. That's just stealing cool little thoughts that will help you continue incrementally along the path you're already on.

And in the end, I wish you the best of luck, whichever course you take. You can take or leave my advice.

Oh, and BTW, here's my Twitter address in case you missed it: @thebeancast

And here's a link to a list of BeanCast guests: BeanCastGuests

Just wanted to help you get started on your journey to transformation if you're really interested.