2016 Schedule

Interactive: March 11–15  •  Film: March 11–19  •  Music: March 15–20

Understanding Average: The Inertia of Culture

Sunday, March 13
5:00PM - 6:00PM

Hilton Austin Downtown
Salon H
500 E 4th St


Average is a pretty polarizing word.

We’d all be ecstatic if the average person was aware of our creative work, but royally pissed if our work was called "average."

But average doesn’t have to mean mediocre. It can define something far more powerful: mass behavior. The inertia of culture.

I believe a better understanding of this inertia can inspire creativity that pushes boundaries AND achieves scale.

So I created 'Understanding Average,' a research series that explores how average Americans are impacted by cultural phenomena - from hashtags to superfoods.

I'll share the most compelling research results, and discuss their implications for strategy and creativity with the audience.

Hashtags: #sxsw #ImAverage


Maggie Gross at SXSW

Maggie Gross

Dir Brand & Digital Strategy


A Southern transplant, I've worked as a comms, digital, and brand strategist for agencies all over NYC on amazing brands like Dos Equis, Starbucks, Samsung, truth, American Express, Keurig, Lysol, ...

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