Bob Scarpelli U.S. Chief creative officer, ddb worldwide
I think you'll see more storytelling humor and entertainment value. Simple spots that will leave you with a smile. Those are the ones people talk about. The days of just presenting information are over. You have to engage the audience. We're not just competing with other commercials; we're competing with TV shows. We'll also see convergence of the message with more media, and creative will improve tremendously on the Internet. My New Year's resolution? To be one of the top three creative shops in every U.S. market we're in.