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After many years working on the client side including his most recent post as VP-strategic marketing for Little Caesar Enterprises, Ken Murray recently joined TPS, Madison, Wis., an agency specializing in promotions and consumer and trade fulfillment. In his new role, Mr. Murray will oversee new-business development and day-to-day service of major clients including S.C. Johnson & Son, Kraft Foods' Oscar Mayer and Gardetto's, maker of Snak'ens snacks.

Age: 40.

Insight: Clients are looking for more than just ideas and good execution from their agencies. They want end-to-end solutions balancing the consumer element against trade marketing needs.

Opinion: Consumers want promotions that speak to them as individuals. Watch for more promotions to center on collectibles like Beanie Babies, allowing the expression of personal tastes.

Observations: Technology is a double-edged sword. It's given us all kinds of great data we didn't have before, but it's giving headaches to agencies that now have to quantify performance. There is no room for error anymore.

Warning: If the economy stumbles, many companies that have been coasting without a solid promotion strategy will find themselves in trouble.

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