A Lufthansa marketer had to cancel a planned presentation for Tuesday after word surfaced that a passenger plane operated by Lufthansa subsidiary Germanwings crashed in the French Alps.

Nope, it's not a bird or a plane, it's an agency team serving its clients. At least that was the analogy 4As Chairman Bill Koenigsberg drew for attendees at the Monday morning 4As Transformation session in Austin, where he likened agency people to "Super Man" given all they do for clients and at lightening pace.

The director of "Sin City," "Spy Kids" and other films gets the 4As Transformation Conference in Austin going Monday morning with an address on creativity and collaboration which is the theme of this year's conference. Other Monday sessions address social movements and their ties to marketing; bridging content and commerce and what that means for brands; CMOs discussing innovation and opportunities in advertising, and real-time creativity.

That stands for Agency of Collaboration, which is both a frame of mind and a way of approaching work that is increasingly taking place in Adland, says Bill Koenigsberg, 4As Chairman, and Founder and CEO of Horizon Media. Collaboration is critical in today's marketplace, which is why this year's 4As Transformation conference in Austin is themed "Creativity + Collaboration."

GroupM's John Montgomery, Chairman of the 4As Media Leadership Council will also provide an update on the Council's activities. Omnicom Media Group's Daryl Simm and GroupM's Dominic Procter will be quizzed by MediaLink's Wenda Harris Millard.

SXSW Interactive is abuzz with startups of every size, color, and flavor. Among the smart soil monitors, robotic prosthetic arms and even an exhibit on Martian colonization, there is a triumphant sense of community- a community of people tackling real issues and real possibilities, a brave community starting to reshape the world.

I'm always surprised when I attend this kind of festival or event in the U.S.; I have the same feeling, the same perception: Everything is possible! Everyone talks about ideation, new ideas, new projects. SXSW is one of the best places to storm your brain, discover a new state of mind, take a few days and think completely out of the box. New ideas, new projects, new companies could be born at SXSW.