You might learn more about advertising by watching this 6-minute clip, featuring Dan Wieden of W+K fame, than at any conference. His main thoughts are:

1. Commercials are seen as conversation starters.

2. The business is not about selling stuff. It’s about creating strong, provocative relationships between good companies and their customers. You need to feed the relationship first before you can feed the business.

3. There’s a huge opportunity in the interaction of screens, how can we create innovative concepts?

I don’t agree with him that is not about selling. Still, I believe advertising should be less about transactions and more about relationships. That’s what we want, don’t we?