Peaks, Valleys, and Connection: Reflections from the IPREX Americas Regional Conference
Boulder greeted us on Thursday with crisp mountain air and a reminder of why this year’s theme — Peaks and Valleys: Agencies at the Crossroads of Evolution and Sustainability — feels so relevant. Our day began with a hike to the Flatirons, where the views were breathtaking, but what I found just as meaningful were the conversations along the trail. That’s the real magic of IPREX conferences: Both the content and the connections — the relationships we form and the insights we share — are rich and deep.
The sessions that followed balanced inspiration and practicality. Jamie Nau and Mikala Page from Anders CPA gave us a financial framework that any agency, no matter its size, can use to become more resilient and profitable. One phrase stuck with me: “Financial reporting tells the story of your company!” Jamie and Mikala reminded us that spreadsheets don’t just list numbers — they tell stories about where we’ve been and where we’re headed. As someone who helps oversee operations and finance at DH, I especially appreciated their focus on aligning financial practices to propel agencies forward.
Next, Dr. Richard Khleif pushed us to think bigger about AI. His reminder to approach adoption responsibly resonated deeply — especially because at DH, we believe in a people-first approach to research and communications. Richard also shared the core skills we’ll need to thrive in 2025 and beyond: analytical and creative thinking; resilience and flexibility; curiosity and lifelong learning; leadership and social influence; and empathy with active listening. He underscored that critical thinking is essential whenever we use AI — not only to interpret outputs, but to identify and challenge bias baked into the platforms themselves. It was a powerful reminder that technology alone doesn’t move our industry forward — people do.
The highlight of the afternoon was a stroll across the beautiful CU Boulder campus. Talking with faculty and students about how they are already weaving AI into the curriculum was both energizing and informative. The next generation is entering our industry with fresh skills and perspectives, and it’s on us to learn alongside them and create space for their ideas.
Dinner brought us a farm-to-table experience at Growing Gardens, a nonprofit urban farm right here in Boulder. Between bites of locally grown food, we slowed down to tour the fields, reflect on sustainability, and — my favorite part — spend time with the goats. There’s nothing quite like time in nature to remind you to pause, breathe, and savor the moment.
This conference reminded me of why I value IPREX so much. The content pushes us to think deeper. The setting grounds us. And the connections — with colleagues, students, speakers, and even goats — are what make it all stick. Peaks and valleys are easier to navigate when you’re walking alongside people you trust.
By Sara Johnston,
Partner at DH, Spokane & Seattle