Digital Marketer: Is this your last day here?
Agency Creative: Yeah, I have a plane at 4:00 p.m.
DM: What did you think?
AC: I'm glad to be going home.
DM: You don't seem that excited.
AC: Excited? I'm not excited at all.
DM: It's Southby. It's Austin. Sure it's been a little gloomy, but it's still a huge rocking party. And the panels get some really, really focused people on them. It actually feels less corporate to me than past years.
AC: You didn't notice?
DM: Notice what?
AC: When we say corporate, we mean boring. It's like the point of the session is to be there, and not say anything, or do some handwaving that ends with, "we worked really hard and finished with this great campaign."
DM: Exactly. This year was a lot more authentic - with more people actually talking about their work.
AC: But that's the thing. The details all came in the beginning - like a, like proof that they deserved to be up on stage. And once they got there, they just wanted to push some thought they had out to the crowd that is magically going to turn into a business launch.
DM: I did not get any of that.
AC: Check out the session titles. It's like everyone is trying to save the world.
DM: It's Austin. They're always trying to save the world.
AC: Most of those people aren't from Austin.
DM: Yeah, but it's SXSW. Shouldn't we be trying to do good?
AC: I think that's what bugs me. I feel like this year's sessions were all about the titles. It's like - well, Facebook. The content seemed to be about trying to get people to share your idea, instead of showing what you created.
DM: I thought the details were great, at least for the panels I was in. And even the parties had people sharing their results and not just the normal hype from someone trying to spend investor money.
AC: But where was the creative? Maybe I want something different. I like design. I like pride in the work. I didn't hear any pride this weekend. It was all about what they're going to do, and now what they did. Ugh. It sounded liked LA.
AC: Right? Somehow - SXSW turned into LA, with everyone telling you what they're going to do instead of what they did.
DM: Well - I'm sorry we couldn't entertain you more.
AC: I didn't even get any good tacos.