At 4A's, Hopeful Words And Sense Of Fresh Opportunity

Doubts of recent years give way to a growing self-belief

The mood was optimistic, attendance was up, and there was a palpable sense of relief that the business is gaining momentum at the 86th annual management conference of the American Association of Advertising Agencies here last week.

Gone, for the most part, were the whining and self-flagellation of the past few years—replaced by a sense that the industry is back on its feet and eager to market itself better, even in the face of nearly constant change.