Title: President, Impact Communications Group.
Goal: Harnessing synergies within the agency, creating new integrated marketing opportunities.
Challenge: Integrated marketing is easier said than done. Most who say they're doing it don't walk the talk.
Prediction: Retailers will continue to dominate over manufacturers, yet opportunities abound in the rapidly changing retail landscape.
Tip: True promotions strengthen brands. Promotions should be short-term expressions of long-term brand strategy, never short-term strategies.