Forecast: Corporate and client insecurity has trickled down to the agency level, discouraging the launch of startup promotion agencies. More mergers and acquisitions are ahead.
Opinion: Scanner technology is useful but it doesn't tell the whole story about a promotion or its environment; look beyond the data.
Insight: Marketing disciplines are converging faster than anyone realizes. Agencies must put consumers ahead of media categories.
Secret weapon: I didn't come from the package-goods business. My first job was in circus marketing, followed by entertainment and event marketing work. It prepares you for anything.
Best promotions of all time: MTV Spring Break, the Macy's Thanksgiving Day Parade and Girl Scout cookies. The brand is the experience.