Hottest project: Selling sponsorships for up to 700 fiberglass cows for CowParade New York 2000, modeled on Chicago's public-art cow project last year.
Trend: Growing interest in local sponsorships for minor-league teams. People want an old-fashioned experience, seeing real players, being part of the game. Marketers are realizing the power of targeting those audiences.
Forecast: The growing number of touring theatrical events will create new national marketing platforms for certain marketers looking for unique access to consumers. Live entertainment is a unique medium.
Bet on: Golf. It's one of the few sports where fans are also participants; fans are passionate and the events themselves offer unparalleled flexibility and customizing options.
Frustration: The lack of real integrated marketing around events. Most people are still just giving it lip service. Marketers need to rally their agencies.