Adweek 2000 Media and Technology: From The Editors

For months, members of the Adweek staff debated the idea of producing a special issue that explored the future of the ad business in the next century. Our collective ambivalence was rooted in a deep desire to avoid a subject that many felt was already overblown, overhyped and just plain over.
Frankly, we were reluctant to add to the cliched lists and gratuitous predictions that accompany such an endeavor. Inevitably, we succumbed to the temptation to weigh in–but not before agreeing on a new objective. We would, at all costs, forgo the endless pontificating and obligatory history lessons; instead, we deliver an entertaining, interesting and compelling snapshot of things to come.
With that goal in mind, we created three installments of Adweek 2000, the first of which focuses on media and technology. For this report, Adweek staffers joined forces with our IQ team, which covers the new media terrain on a weekly, in-depth basis.
We open our series with an analysis by veteran columnist Debra Goldman, titled “Everything old is new again,” while IQ’s Michael Schrage argues that agencies have lost value by not responding to marketplace changes.
The centerpiece of this 48-page special section is a photo portfolio that features a select group of the best and the brightest in the interactive arena. We also present profiles of seven shops we believe will continue to be successful–and copied–in the 21st century. Interestingly, three of the celebrated shops on our list are partially owned by Omnicom Group. We asked CEO John Wren to discuss how his early investments are paying off and how he plans to maintain the forward motion.
This issue also includes a lighthearted feature written by two senior marketing executives at MasterCard who were asked to spend a hypothetical budget of $1 billion in the year 2010. To illustrate how and where they would reach their target audience, MasterCard created a fictional family and followed them through their daily activities.
The next installment of Adweek 2000, appearing on Nov. 22, will focus on creativity. The final installment, which examines the future of communications, will run Dec. 13.
Alison Fahey is the editor of Adweek, Jennifer Comiteau is the Adweek features editor, and Cathy Taylor is the IQ News editor