I'm sitting in the conference, a bunch of creative directors making the same speeches that creative directors have made since the dawn of time. Make it simpler. Help us sell the work. Tell me about the audience. And they all claim to be anti-process, but it's very clear that there are deeply rigid processes embedded in their status assumptions. Creatives are in charge. Planners aren't supposed to have ideas, just create space to have ideas. Clients are supposed to pay for it.
When did planning get so deferrential? We're the future, not them.
The encouraging thing is that I think it's mostly a generational thing. Creative Directors like these are going to be grandfathered out by the imminent and inevitable demise of their agencies and the people labouring in their departments don't have the same myopia.
(Obviously this feeling will be modulated when some interesting creative directors get on stage, I love them)