Gary Goldsmith, Creative Director, Lowe New York

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There will be fewer but stronger brands. Those that do not understand the power of design and the importance of truly becoming an integral part of the culture will wither and die.Those that "get it" will flourish by constantly broadening and reinforcing their touchpoints with their customers, all the while staying true to their philosophical values. It is not a big leap to imagine Nike owning the bottled water category or Apple making children's toys. After spending the billions required to become iconic, they will want to maximize the value of what they have invested in so heavily and for so long.

Consumers will be in a period of life simplification that focuses more on the experiential than the material. They will buy fewer things, but better things. The agencies that help these companies sell these better things will still come in a wide range of shapes and sizes. From Big and Global to small and entrepreneurial. And while the creative departments within them will still consist of people called art directors and writers, they would more appropriately be called ideators. They will be more generalist and idea focused and more media neutral than they are today. And, happily, the departments will finally be more representative of the culture at large-more diverse in terms of sex, ethniticity, nationality and yes, even age. There will be a sprinking of 70- and even 80-year-olds back in their cubicles writing ads. There will even be a few startup agencies in Florida and Arizona to take advantage of their proximity to this suddenly in demand talent pool. The aged and self-indulgent baby boomers will not stand for being told what to think and buy from a bunch of twenty-somethings who have not shared what they believe are the unique experiences of their generation. We are far too egocentric to listen to anyone other than ourselves.

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