We have all heard about the decreasing impact of mass media and the diminishing influence of the :30 spot. So I find a delightful irony in that PARTNERS+simons has been much more active this past year in TV broadcast production than at any time in our past. But I hasten to add that the strategies we employed and the objectives that we worked towards were hardly traditional.

One of our efforts was a series of four serialized episodic spots that drove viewers to the web where they could see a full five minute film version of the whole story.

Another campaign employed segmentation, addressable messaging strategies and cable delivery to localize the content -- by neighborhood.

A third foray was a direct response effort for a medical therapy -- that lowered previous acquisition costs by an order of magnitude.

All three of these examples are -- by definition -- television advertising in the traditional :30/:60 format. But that's where the similarity ends.

All are insightful blends of "art" and "science." Each practice leading edge segmentation and addressability strategies. All are easily measurable (and regularly measured). And just as important, all are thoughtfully and sensitively integrated into sensitively calculated multimedia campaign chemistries.

What will this year bring? Well, I know this: we've already got three broadcast advertising assignments in the chute, along with a very deep 2.0 development assignment and...