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Jim Cerasani, a 15-year veteran of Foote, Cone & Belding, Chicago, last month was named to head the agency's new in-house integrated marketing shop, after spending four years as managing director of FCB Direct. He oversees event marketing, public relations, sales promotion, direct marketing and advertising for the new unit.

Age: 53.

Title: President, Impact Communications Group.

Goal: Harnessing synergies within the agency, creating new integrated marketing opportunities.

Challenge: Integrated marketing is easier said than done. Most who say they're doing it don't walk the talk.

Prediction: Retailers will continue to dominate over manufacturers, yet opportunities abound in the rapidly changing retail landscape.

Tip: True promotions strengthen brands. Promotions should be short-term expressions of long-term brand strategy, never short-term strategies.

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