Say what you want about SXSW Interactive (and plenty of people have said quite a lot). But a couple of things are clear.
The annual mega conference in Austin, Texas later this week is too big for marketers to ignore — and nirvana for tech aficionados, early adopters and the easily distracted.
As Tim Leake, SVP of Growth and Innovation at RPA, a Santa Monica, Calif.-based ad agency, wrote yesterday in Adweek, "brands, startups, bands, speakers, agencies, films and events engage in a battle royale to get noticed."
SXSW, he added, is "an eye-opening metaphor for the cluttered media landscape that marketers have to deal with in today's world."
A swirl of music, film and interactive events, the event starts Friday and runs through March 22. Of course, for anyone in marketing or advertising, the focus is on the interactive portion, which runs Friday through next Tuesday.