‘It lost its community of innovation’: Why agencies are skipping SXSW this year
Every year since 2012, OMD Worldwide has taken over a popular barbecue joint in Austin, Texas, to host its annual Bootstrap Barbecue at SXSW. It would welcome about 100 clients and introduce them to up-and-coming startups they would not meet otherwise. It was an event that the agency, and its clients, looked forward to all year for potential business opportunities, but also as a time to have fun.
No more. At this year’s SXSW, OMD will not throw any events, including its Bootstrap Barbecue, activations or panels. The reason: SXSW is no longer critical to the agency’s efforts to connect with clients and startups — or to educate staffers. SXSW also became less cool.