The man behind "See What Happens" on what's happening in his world.

Ian Beavis is senior vice president, marketing, product planning and public relations for Mitsubishi Motors North America, Inc. Beavis has played both sides of the fence in his 20-year career in advertising -- he has held senior posts at clients and agencies alike. In his most recent client role, Beavis served as marketing communications manager for Ford's Lincoln Mercury Division, where he was responsible for all advertising, interactive, relationship marketing and event marketing. Prior to Ford, Beavis worked for Saatchi & Saatchi as executive vice president, group account director. There, he was responsible for winning and then coordinating and overseeing the Toyota business in mreo than 30 countries.

iMediaConnection: What was your biggest online "win" this year, and how did you sell it throughout the company?

Beavis: The "See What Happens" program exceeded every metric objective except one. It was sold as part of a fully integrated, multi-media program. It could not have been sold through on its own.

iMediaConnection: How has your job changed this year?

Beavis: Far more focus on short-term activities to drive dealer traffic.

iMediaConnection: What surprised you in the online world this year?

Beavis: The lack of marketers following our lead with "See What Happens." We know several looked at it.

iMediaConnection: Have you realigned internal structures and resources to simplify or increase integrated marketing?

Beavis: Yes, our organization is totally integrated and streamlined. This change involved significant personnel issues.

iMediaConnection: How do you determine your marketing mix -- and how has the role of online in it changed?

Beavis: For the next 12 months, it is about using the tools available to drive short-term dealer traffic without undermining long-term brand building.

iMediaConnection: What haven't you brought into the marketing mix yet that you want to try?

Beavis: Nothing

iMediaConnection: Have you seen specific evidence of online driving offline sales?

Beavis: Yes, but the sample is small. It has the potential.

iMediaConnection: Are you using consultants, software, agencies or other tools to help with search engine  marketing?

Beavis: Yes, but very carefully. Too many sharks.

iMediaConnection: What do you believe is the future of ad agencies?

Beavis: Like all service industries, if they evolve and service their clients' needs, they will prosper.

iMediaConnection: What do we need to be doing as an industry to help you make Interactive marketing a bigger piece of your marketing pie?

Beavis: Show that you can work with -- rather than against -- other media.

iMediaConnection: Are you being affected by any consumer-generated marketing (CGM) -- blogs, user groups, etc.? Are you using any blogs or other social networking tools to market?

Beavis: Not using blogs at this time.

iMediaConnection: How important is CRM in your marketing efforts? Give us an example of what's working.

Beavis: CRM is very important to us. We currently have three pilot programs in the works.

iMediaConnection: What are you investing in now for next year's marketing program?

Beavis: We're conducting a large segmentation study that will provide the roadmap for the next three years.

iMediaConnection: Does anything still frustrate you about what online can or can't do?

Beavis: It can't do everything perfectly, and we need to see it as part of a war chest.

iMediaConnection: What blogs do you read?

Beavis: I avoid them. I don't have the time.

iMediaConnection: What are your daily "must-see" Web sites and why?

Beavis: Automotive News, Ad Age, CNN.

iMediaConnection: What are you reading these days, other than iMediaConnection.com, of course?

Beavis: Trying to read more books and spend less time on the computer.