Media: Russell Davies

It's my first piece in 2007, so European Commission columnist regulations dictate I have to write a list of portentous-sounding, but ill-conceived predictions. None of which I will ever re-examine or re-consider. So here goes:

1. Urban Spam. 2007 will be the tipping point year for the re-balancing between society at large and the steady encroachment of interruptive marketing. Ad avoidance will move from the personal sphere into the public one, whether it's junk- food ad bans in Britain or the outlawing of "visual pollution" in Sao Paulo, we'll have to get used to public authorities setting new limits on how and where brands get to operate. We must accept that we've brought this on ourselves through decades of crass behaviour and learn how to be more responsible corporate citizens.

2. Line? What Line? This'll be the year when channel-neutral communications agencies start to be born. I mean we'll start to see the creation of coherent, effective businesses that are both above and below the line, traditional and digital, upstream and downstream, integrated and specialist. That's not any clearer, is it? I guess I mean we'll finally see the core team running an agency being made up of representatives of all the modern communications disciplines, without the old hierarchies or the new bitterness. What will the jargon be for that? Let's make 2007 the year we at least work that out.

3. Back To The Old School. TV advertising will make a huge comeback as people grow out of the need to be reflexively media neutral. Similarly, we'll see a return of slogans, jingles and animated icons as a new generation of creatives discovers their power and don't feel the need to do something deliberately obtuse and contrary to win awards.

4. Good Brand. Bad Brand. Green and ethical issues will move to the fore for brands. Corporate social responsibility will stop being an under-funded department and start being an area your customers care about and a potential differentiator for your business. The reality of global warming is permeating the public consciousness and will impact buying decisions. Combined with relative affluence and an oversupply of brands with few meaningful distinctions between them, people are bound to start making choices based on perceived ethical credentials.

5. Maybe Rename It Blogsnight? The prime ministerial reshuffle will kick off a long general election phoney war conducted via blogs and online video. Jeremy Paxman will have to get used to saying "blogger" without sneering.

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