What the hell are ad people supposed to do at SXSW?

There are reasons that literally THOUSANDS of marketers – and I – head to Austin every year for SXSW, even though we know the parties and panels will be crowded, internet connectivity sporadic, and rain inevitable: The festival is the annual pilgrimage of inspiration, the ultimate networking opportunity, and sets the foundation for the rest of the year’s marketing planning.
SXSW is called a festival for a reason; it’s a curated collection of ideas, some of which will caus