Strength: Inventing events and promotions out of thin air, like the USX Open combining golfing with mountaineering.
Opinion: In sports, marketers have overused the word "extreme." It's becoming a turnoff to true participants in alternative sports -- a sign of mediocrity.
Insight: Sports marketing used to be dominated by small, independent companies; now everyone is in it, including big ad agencies. But the great creative ideas are still in short supply.
Forecast: Grassroots events are going through a resurgence. Media have become so fragmented that marketers are finding the only way to guarantee impact is through hands-on events.
Pet peeve: Seeing these dot-com companies blowing millions on Super Bowl commercials with no long-term brand-building plan. The impact of putting that kind of money into grassroots marketing is mind-boggling.