• by Steve McClellan , Staff Writer @mp_mcclellan, March 23, 2015

Agency people are Super Men and Women, given all they do for clients in the face of daily change. That was the analogy drawn by Bill Koenigsberg, 4As Chairman and Horizon Media CEO at the Monday morning session of the organization’s Transformation conference in Austin.

But while agencies seem to call on superhuman powers to accomplish goals for clients they’re also susceptible a special kind of strength-zapping Kryptonite that Koenigsberg described as “inertia.” Referring to agencies, he explained, “we will die if we don't continue moving forward.”

He said the industry had to grab the opportunities presented by new forms of creativity, convergence, data, analytics and talent to serve clients properly in the digital age.

Everyday is a new opportunity to paint on a white canvas and drive client businesses in new ways, Koenigsberg said.

And there’s literally a white canvas at the conference--actually a giant white board with markers--at that presenters and others will draw on throughout the show. “We’ll see what we create,” he said.