What campaigns will score most with consumers in 2009 and why?
Coffin: Weekend getaways, and the kids stay free! Times may be tough, but everybody deserves a break, especially mom.

Edwards: A campaign will score with consumers if it adds value to their experiences. Gone are the days when marketers could simply talk at consumers and hope to lure them back to the corporate site. Successful marketing campaigns in a new media environment depend on engaging consumers on their turf -- syndication over destination, conversational marketing instead of "grand gesture" marketing.

What campaigns will make the best use of mobile?
Coffin: Cable TV networks will make the best use of mobile campaigns. Their target audience is perfect for mobile and so is the content. With TV being primarily visual, the ads are likely to also be visually appealing with a simple message. Wordy ads don't look good on the small space that mobile provides, but a pretty image of the "Sex and the City" girls or a picture of Tony Soprano with a simple offer to download "The Sopranos" theme song for your ringtone make a strong impact in the small space. Mobile provides a great environment for cable TV offerings. Whether it's a mobile subscription to the networks, a DVD sale or a movie promotion, these are all simple to take advantage of on the go. Cable TV networks will thrive in the mobile space. And, as more and more people start watching their favorite shows online instead of on the television, these networks need to be out there advertising and catering to what their audience wants, which is providing them with the shows they want, where they want them, which for the "trendsetter, hipster," is likely on the portable device they waited in line all night for last week.

Sam Huxley: Location-based services have some of the greatest potential on phones today, and their adoption is growing rapidly. The ability to recognize a user's location and provide relevant utility and content has wide applications for in-store, event, viral and social marketing. Campaigns that effectively utilize this capability will have taken the most important step in moving mobile marketing from a miniaturized version of traditional online toward becoming a distinct platform.

Philalithes: Travel, especially airlines, hotels and car rental. The onus will be not so much in terms of branding or direct response. It will be on making consumers' lives easier.

What campaigns will make the best use of email?
Coffin: Viagra. (Sorry... couldn't resist.)