What agency do you think will break out in 2009 and why?
Hespos: I expect that the small to mid-size independents will have breakout years. Unencumbered by traditional media P&Ls, they'll be the driving force behind figuring out digital for clients who needed this figured out yesterday.

Philalithes: Poke, Naked and, of course, Steak! All of us are agencies that originated from the U.K. and have come across the pond. Creative strategic thinking, excellent execution and service and offering that perfect mix of British advertising and marketing heritage and American get-up-and-go.

What should agencies do more of this year that wasn't done in 2008?
Coffin: Hire more media planners and buyers to keep pace with rapid growth and development of new media. Clients should support with more budget to online.

Edwards: Move the desks around so that the creative team sits next to the media team. Creative built to fit in a 300x250 window or a 30-second commercial break misses the new dynamics of social media.

Hespos: Digital strategy work. Roles for various digital media, tying them back to how they specifically support business objectives for brands.

Pam Horan: Don't lose sight of the importance of being brand stewards. In our discussions with agencies, we've found a consistent belief that advertising environment matters. Agencies recognize they are the stewards of the brands they represent, and they don't want their online ads running against questionable or controversial content. However, there remains a lack of understanding of how best to ensure brand protection in the online advertising landscape, especially due to the rise of ad networks. There have been several incidents involving major marketers -- including a wireless carrier and even a presidential candidate -- where campaigns had to be pulled, as they were found in environments that could denigrate their brands. With online, the same consideration given to advertising creative should be given to the development of media plans. Understanding where your ad and, more importantly, your brand will appear is critical. Although ad networks may appear to provide efficiencies, it is important that agencies keep in mind the value of a clean, well-lit environment that can provide brand lift.

Philalithes: Use consumer insights derived from the search engines to inform both on- and offline marketing and media activity. The search engines are the world's largest -- and most immediate -- research groups. Through the engines, we know what and how people are asking for brands, products and services, and this information can be used by brands to better connect with consumers.