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Sometimes the simplest questions yield the most interesting answers.
Such was the case today at the 4A's Transformation Conference in Beverly Hills, Calif. In separate panel discussions, ad industry leaders ticked off what they can't live without and the one thing they'd change about the business if they could. The brevity of the responses created a welcome clarity that's often lacking amid a sea of panelists, presenters and moderators at a multiday gathering like this one, which attracted about 1,200 attendees.
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