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Daryl Travis has helped guide Chicago-based integrated marketing agency Arian, Lowe & Travis through an evolution from a traditional advertising shop to an integrated marketing agency emphasizing non-traditional tactics, promotions and Internet marketing through its new Two-Way Media division. Clients include American Hawaii Cruises, Sanford Corp. and Heller Financial.

Age: 44.

Title: president, Arian, Lowe & Travis.

Insight: The most powerful brand-building efforts are no longer centered only on mass media. Advertising reinforces messages delivered elsewhere.

Opinion: No one can count on long-term client-agency relationships ever again. Clients are too suspicious and agencies are too wary to go back to how it used to be. Results will be all that matter.

Forecast: Big agencies will break into smaller entities. The traditional big ad agency model is a dinosaur. Agencies will sell clients research, critical brand insights and tactics rather than ad campaigns.

Growth area: Business-to-business advertising. It's rapidly merging with general

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