predictions '06

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"There'll be greater emphasis on innovation versus supporting base brands because CEOs are unsure what they're getting for those investments."

-Dave Burwick, president, Pepsi-Quaker Tropicana Gatorade Canada

"Comfort foods will enjoy a resurgence, and there will be a continuing desire for escapism in entertainment in response to increased life-stresses caused by war, terror threats, economic uncertainty (the housing bubble), natural disasters and distrust of institutions (government scandals)."

-Brad Haley, exec VP-marketing, CKE Restaurants

"Programmable devices will allow consumers to connect with the programming they like, regardless of channel, station, network or the device the program is aired on."

-Bob Liodice, president, CEO, Association of National Advertisers

"Consumer insights and research operations will see brisk business as more marketers realize they need to market to more narrowly defined targets with individual needs."

-Ruby Anik, VP-advertising, Best Buy

"Network and cable TV will take their first shot to the bow in the upfront, driven by large advertisers' questioning the $6 billion currently being deleted via DVRs. They will continue to respond with VOD deals with major portals. Multiple revenue models will be tested and debated; none will immediately scale."

-Andrew Swinand, senior VP and group client leader, Starcom USA

"At some point, the old retail system of 30%-40% markups, limited service and selection, and high fixed costs will have to give way [to the Internet]."

-Michael Treacy, GEN3 Partners, author

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