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A Modest Proposal: A Multi-City Advertising Week
By: Dwayne W. Waite Jr.
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There is something about everyone getting together.

People who consider themselves part of a community appreciate their involvement. But what happens when the gathering is too much of a burden for those participants to partake? What if the venue is too small to contain the community? In the next 20 years, reports from the U.S. Bureau of Labor and Statistics suggest that the need for marketing professionals will increase.

Naturally so, since emphasis on math and science leaves few bright minds to the social sciences and communications; those who are able to dictate the wonts of the intellectually talented.

There is nothing wrong with the New York City edition of Advertising Week. We think that it is fantastic. The fact that thousands of professionals flee to NYC in order to participate in the hundreds of seminars is very cool.

But the marketing industry employs millions, not thousands.

Our humble request to those at Advertising Week is to allow a certain amount of cities to use the Advertising Week trademark during the week and host its local/regional seminars and workshops about the industry. We can make a deal that a certain percentage must be streamed from the HQ in NYC, and the rest can be curated by local or regional managers.

Think about how cool that would be.

We could do it by region, city, or even by interest — think if Talent Zoo had a whole path dedicated to finding jobs in the marketing and advertising industry. Interesting path indeed!

Advertising Week could benefit more professionals across the nation if the brand itself established rules and routines that local markets were able to carry out. All major creative decisions could be run by the NYC branch, but the local promotion efforts should rightfully be taken care of by one of the leaders in the area.

Ad Week could do well for the few rather than the many. Think about it.

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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