Hector Orci Chairman, La Agencia de Orci y Asociad

Hector Orci Chairman, La Agencia de Orci y Asociados"The biggest story of 2001: That there are still a significant number of Anglo marketers who don't get it. Ignorance [about Spanish-language media growth] will continue to be an option and a lot of people will take advantage of the opportunity. The futurists are right when they predict that the U.S. is becoming a bilingual country, with Spanish being the second language."Kathy Crawford Executive vice president, Initiative Media North America"The economy—and Wall Street's reaction to it—will be a major story. How the clients react will impact next year's pricing. The AOL-Time Warner story will continue to unfold, and there will be other mergers. As the technological world expands, so will our communication with one another. We are all charged with the responsibility of doing our jobs better, faster, more effectively. We are moving in that direction."David Martin President and CEO, PentaCom"I believe we'll have a downturn in expenditures, certainly in the front part of the year. Some people are predicting a 12- to 18-month demise of ad dollars. Another trend in 2001 is multimedia packages. For the first time, management of the media companies recognize the way you make these things work is not to penalize the managers of the individual services. In the past, to put a package together they had to take the business at a discount. The smart media com panies will now put their creativity and imagination together and the added-value programs will be there."Steve Grubbs CEO, OMD"After two years of upfronts with double-digit inflation, certainly all the signs indicate there will be a more moderate marketplace, not only on a national basis but on a local basis. The whole issue of electronic invoicing will come to the forefront as both buyers and sellers look for ways to eliminate the paper flow. It will also be interesting to see what happens with the XFL [the WWF's new football league]. It's an intriguing concept, and you'll see a tremendous amount of promotion and initial interest. The question will be long-term: Can they establish this league as a viable property?"Cheryl Idell Chief research and strategic officer,Intermedia Advertising Group"The biggest trend will be the continued combination of old and new in agencies, media companies and clients. We are already seeing things like Toysrus.com merging with Amazon.com in recognition of the skills and resources that each organization brings to the other. We will see traditional marketers using online and interactive advertising in new ways. Advertisers will find new ways of transferring eyeballs and customers between their online and offline efforts. They will recognize that consumers don't draw distinct lines between old and new media, and neither should they."

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Hector Orci Chairman, La Agencia de Orci y Asociad

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