At a recent American Marketing Association luncheon in New Orleans, principals from the largest local advertising agencies discussed the role of creativity in today’s ROI-driven marketing world. Participants appearing here are (l. to r.) Robbie Vitrano, partner of Trumpet Advertising; Mark Mayer, president of Peter Mayer Advertising; Jennifer Magee, CEO of Keating Magee Advertising; and Jeff Zehnder, president and CEO of Zehnder Communications.