• by Wayne Friedman , Staff Writer, March 1, 2010

“This event can’t be a ‘mash-up’,” says Nancy Hill, president and CEO of The 4A’s, in planning this year’s American Association of Advertising Agencies annual media conference.

The theme of this year’s event, here in San Francisco, “Transformation 2010”, will still deal in core media issues. But there will be lot more â€" where media, marketing and other professionals discuss pressing concerns.

“It’s a working conference,” says Hill, in her opening remarks. “This isn’t a shy group. Your participation is expected and required.” Hill says there will be “conversation breaks” to allow people to do this.