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Tuesday, 9 a.m., Keynote: A two-parter. It started with Cindy Gallop, former BBH chairman, presenting on “I’m Engaged, You’re Engaged, We’re All Engaged: A Point of View on the Age of Engagement.” This was followed by James Surowiecki, New Yorker writer and author of The Wisdom of Crowds. The two were both interesting presentations, though they had nothing to do with each other, and both were only tangentially related to interactive marketing. At least with these broader approaches, the speakers were more than competent, and they challenged some conventional thinking. Gallop started off with a dash of controversy, saying, “The consumer is not in control.” She was referring to control over their feelings, noting that engaging experiences never make consumers feel like they’re giving up control. She also spoke about “collective engagement,” defining this as building “a sense of inclusivity and community with your message.” She demonstrated some brands’ attempts at engagement with two campaigns: a porn-style reel from Virgin Atlantic promoting their business, and Rainier beer’s attempt to resurrect its brand in Seattle. Surowiecki spoke about the wisdom of crowds. While I haven’t read the book, you can probably find the examples he gave in it. http://www.adtechblog.com/2533/