• by Wayne Friedman , Staff Writer, March 7, 2011

Austin, Tx. -- Looking for that big opening presentation or keynote on the first day of the American Association of Advertising Agencies's annual media event, now call "Transformation"?

Forget about it.

Transformation 2011, in Austin, Tx, this year, has gone back to devote its whole first day to its SAM events -- small and mid-size ad agency workshops. Previously, over the last few years, the SAM workshops have been filtered into the two and half day conference -- while bigger presentations and keynotes have been occurring.

Highlighting the event, the 4A's will host a panel on Wednesday morning, featuring the heads of the big three advertising agency holding companies: Michael Roth, chief executive officer of Interpublic Group of Cos; Martin Sorrell, chief executive officer of WPP Group; and John Wren, chief executive officer of Omnicom Group.

Two other major presentations during the conference include Time Magazine editor-at-large and CNN host Fareed Zakaria, who will speak about global transforming events -- business and otherwise. David Vladeck, director of bureau of consumer protection for the Federal Trade Commission, will talk about privacy and advertising.

A recent survey done by the U.S. Census Bureau, revealing what effect it may have on the advertising business will be another presentation. Also there'll be four ad agencies talking about how they have been "transformed" -- keeping with the theme of the recent conferences. Other presentations will include efforts from big marketers Cisco, Microsoft, Procter & Gamble, and Unilever.