It's social media week in London.
So the same old types are telling social stories where the disbelievers are rediculed as not getting it.
The smartly designed glass wearing tellers of the stories are written off by the disbelievers as undisciplined hacks unable to prove any causation of "Likes" on improving grown up business metrics.
All a bit sad and tragic really.
I stumbled accross the Bill Bernback Said site today - always worth a reminder of Bill's old work. My goodness, it must have been fun with that new medium nobody really new how to measure and no codified rules or MBA manuals of how to advertise formulated into people's heads. So wonderfuly irresponsible they must have seemed.
Also, D&AD celebrated their 50th. Lots of reports of people looking at the 70's and 80's work blown away by how simple, single minded and powerful it was, and still is.
But the best was the President's award to Dan Wieden, that made reasonable no sense, but for doing outrageous work for outrageous clients.
The scary thing about all this is at the time none of them realising the greater impact of what they had done or were doing. They knew it had to be different, but didn't know exactly how.
There is something about the people doing the work social media week is all about, that over time will likely prove to be powerful. But, we just don't know what it is yet. We know a bit, but not really that much, even amongst those who claim they do know it all already.
Funny how the most unreasonable things at their time stand the test of time as being exceedingly reasonable.