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John Zamoiski, 47, a cable TV marketing and product promotion specialist, is president of Promotion Development Group, New York. Last month he began a one-year volunteer term as president and chairman of the Promotion Marketing Association, succeeding Paul Theroux.

Forecast: Corporate and client insecurity has trickled down to the agency level, discouraging the launch of startup promotion agencies. More mergers and acquisitions are ahead.

Opinion: Scanner technology is useful but it doesn't tell the whole story about a promotion or its environment; look beyond the data.

Insight: Marketing disciplines are converging faster than anyone realizes. Agencies must put consumers ahead of media categories.

Secret weapon: I didn't come from the package-goods business. My first job was in circus marketing, followed by entertainment and event marketing work. It prepares you for anything.

Best promotions of all time: MTV Spring Break, the Macy's Thanksgiving Day Parade and Girl Scout cookies. The brand is the experience.

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