Title: President, RSL Communications, New York
Hot concept: Valuable, cash-equivalent, real-value promotions. Consumers can instantly identify them.
Cold: Percentage discounts and general cents-off coupons. People are bored with these tired vehicles.
Tip: Take more creative risks. Make tie-ins personal.
Insight: The best promos are entertaining, surprising.
Peeve: Oversponsored events, too many tie-ins.