Yann Jones> WCRS
Client of the year: Sony.
Most ridiculous, "I can't believe they did that" ad gaffe of the year: Sony "Paint".
The most positive development in advertising in 2006 was: User-generated content.
What new trend from 2006 is here to stay? Viral marketing.

Lisa Mehling> Chelsea Pictures
In 18 months, nobody will be talking about: George Bush.
What new trend from 2006 is here to stay? Thinking Green.
What campaign from 2006 will people still remember in 10 years' time? Ecko "Still Free".
Your New Year's resolution/forecast for 2007? Keep planting seeds and then hope for rain.

Maury Loeb> PS260
The most positive development in advertising in 2006 was: BBDO getting some creative balls back.

Kerstin Emhoff> HSI Productions
In 18 months, nobody will be talking about: Showreels.
What new trend from 2006 is here to stay? Low budget.
What campaign from 2006 will people still remember in 10 years' time? American Express.

David Baldwin> McKinney Silver
Most ridiculous, "I can't believe they did that" ad gaffe of the year: Agency.com's Subway video. First for doing it, then for declaring that it was a rousing success because it went viral. Yes it went viral, but the viral part was only in the ad industry and the conversation was "What a bunch of idiots."
If 2006 taught me one thing it was: If you're going to Cannes, bring some money.
Your New Year's resolution/forecast for 2007? I will try to be better in 2007.

Tenille Teague> Young & Rubicam
What new trend from 2006 is here to stay? More work and faster.
What campaign from 2006 will people still remember in 10 years time? Has to be the Ecko "Still Free". The client attacked the President's plane!

Massimo Martinotti> MIA Films
In 18 months, nobody will be talking about: "New media". All media will be renewing itself every few days. Divaesque TV commercial directors will quickly fade into oblivion and a new generation of creators lead by creative producers will take their place.
What new trend from 2006 is here to stay? Social networking. Intellectual property. Online video.
If 2006 taught me one thing it was: That we have to re-engineer most of the processes. The set of assumed rules, the paradigms and the roles of the past are not applicable anymore.

Richard Bullock> 180 Amsterdam
In 18 months, nobody will be talking about: Snow and ice. Unless we all do something about it very soon.What campaign from 2006 will people still remember in 10 years' time? Sony "Balls". The last time one big spot blew people away.
If 2006 taught me one thing it was: That we now officially no longer make TV ads for a living.
Your New Year's resolution/forecast for 2007? More requests from clients to bring social and environmental responsibility into their communications.

Dave Holloway> Northern Lights Post
What new trend from 2006 is here to stay? Media coming back towards the agencies... if slowly.
If 2006 taught me one thing it was: Big agencies are monoliths. I don't care what ECD you bring into Euro RSCG, JWT, Publicis. If the departments outside of creative do not want change, it ain't gonna happen.

David Smith & Joe Baratelli>
Ruben Postaer & Associates
Hottest location of the year?
Baratelli: People's homes/vlogs.
The most positive development in advertising in 2006 was:
Smith: Power of YouTube.
Baratelli: User-generated content.
In 18 months, nobody will be talking about:
Smith: Lonely Girl.
Baratelli: MySpace.
What new trend from 2006 is here to stay?
Smith: CGI for cars.
Baratelli: YouTube.
What campaign from 2006 will people still remember in 10 years' time?
Both: Mac vs. PC.
Your New Year's resolution/forecast for 2007?
Smith: Build campaigns with long-term ideas.
Baratelli: There are no rules.

Adam J. Francis> AJF Partnership, Melbourne
What new trend from 2006 is here to stay? Small agencies are the future.
If 2006 taught me one thing it was: Ideas. Nothing else matters.

Tom Dunlap> Wieden + Kennedy, Amsterdam
The most positive development in advertising in 2006 was: YouTube.
What new trend from 2006 is here to stay? Virals.
If 2006 taught me one thing it was: It is really great to be a producer, my job ain't going nowhere.
Your New Year's resolution/forecast for 2007? Make a TV show.

Jacqueline Bosnjak> Idealogue
The most positive development in advertising in 2006 was: "Being good" became a viable creative direction.
What new trend from 2006 is here to stay? Accountability, integrity, the emergence of prosumers; the Fuck You Pay Me(TM) attitude of content generators.
Your New Year's resolution/forecast for 2007? Cars will become the 4th screen, brands will start in-house talent agencies, everyone will be in the entertainment business. Resolution: Learn to say No.

BUZZWORDS THAT CAUGHT YOUR EAR
You love them as much as you hate them. This year's most over-hyped buzzwords, as chosen by our respondents, were most often also given as a response to the question, "What's the most positive development from 2006 that's here to stay?" Here's a list of words that you just can't escape.
Content * Branded Content * Online Communities * 24/7 * Consumer-generated Content * Integration * Virals * Aggregate * 360-degree advertising