4A's Conference Attendees Crack Jokes About the L.A. Quake

After a night of cocktails, group dinners and revelry, ad industry executives gathered at the 4A's Transformation Conference in Beverly Hills, Calif., awoke today to a California-like greeting: a 4.4 magnitude earthquake.

Those staying at the conference hotel, the Beverly Hilton, largely shrugged off the 6:26 a.m. rustling, though it generated plenty of jokes at breakfast (Was it as good for you as it was for me?) and the opening of the general session.

4A's president Nancy Hill, who took the stage of the Hilton's ballroom to strains of "I Feel the Earth Move" and "Shake, Rattle and Roll," quipped, "It's a great way to make sure we have the room filled because everybody is awake."