Title: president, Robinson & Maites, Chicago.
Insight: Promotion is finally getting the respect it deserves, but top executives at client companies are still too focused on short-term results.
Observation: In an age of media fragmentation, people are still treating network TV like it's a terrific buy. Alternative, one-to-one marketing is far more cost-effective in most cases.
Fact: Big organizations are still bad at integrated marketing. Package-goods companies are often paralyzed by internal walls, and too many big agencies are pushing marketing solutions where they have a vested interest.
Watch for: The rise of age-restricted marketing venues. You'll see creative new approaches for mobile, flexible marketing to smokers and drinkers.
Peeve: High turnover of account executives and a lack of follow-through on promotions at package-goods companies.