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