I'm always surprised when people think San Diego is a small backwater town, and there could not possibly be marketing expertise of any significance residing in this podunk little village. Fact of the matter is, that could not be farther from the truth.
In fact, we are a thriving creative community of agencies, gifted artists and multinational brand marketers who have consciously chosen to live in one of the most beautiful places on earth. Just ask the San Diego AdClub, PRSA San Diego, AMA San Diego or a host of other marketing associations who are on their membership roster - impressive.
At i.d.e.a., we turn this to our advantage. After all, what brand partner wouldn't like to visit San Diego for an agency meeting now and then? Creativity can come from anywhere - why not from one of the most desirable places on the planet (check recent lists published by Forbes, Bloomberg Business Week, Esquire, etc. to verify my claims.) Our brand partners LOVE to come visit us from other parts of the country, and guess what - if they're not able to do that, there's this thing called TECHNOLOGY. It allows us to communicate with anyone, just about anywhere. Fancy that.
So it was a great reminder for me to attend the recent TAAN Global Conference in Dublin (yes, Ireland - San Diegans travel too). We belong to TAAN so we can connect with other independent agencies like us from around the world, sharing best practices, swapping solutions to common problems, and talking about how to better represent brands that require an increasingly global footprint. And just like i.d.e.a. in San Diego, they are located in dots on a map in far flung locations - places like Oklahoma City, Wilmington, Reno, Peoria and Springfield. And yes, places like New York, Paris, Chicago, London, Moscow, Sydney, Montreal, Salzburg, Mumbai...
Each time I attend a TAAN meeting with my colleagues from some 67 cities worldwide, I come away smarter - filled with insights gleaned from a host of smart experts who are more than willing to share their own experiences to help one another grow. The comraderie and trust are remarkably strong.
And who benefits most from these interactions? Our brand partners.
Knowledge is power, and bringing that power back to our partners helps them succeed. And that's our job, isn't it? To help our partners succeed. Even from podunk little San Diego.