Media: Russell Davies.

It's my first piece in 2007, so European Commission columnist regulations dictate I have to write a list of portentous-sounding, but ill-conceived predictions. None of which I will ever re-examine or re-consider. So here goes:

1. Urban Spam. 2007 will be the tipping point year for the re-balancing between society at large and the steady encroachment of interruptive marketing. Ad avoidance will move from the personal sphere into the public one, whether it's junk- food ad bans in Britain or the outlawing of 'visual pollution' in Sao Paulo, we'll have to get used to public authorities setting new limits on how and where brands get to operate. We must accept that we've brought this on ourselves through decades of crass behaviour and learn how to be more responsible corporate citizens.

2. Line? What Line? This'll be the year when channel-neutral communications agencies start to be born. I mean we'll start to see the creation of coherent, effective businesses that are both above and below the line, traditional and digital, upstream and downstream, integrated and specialist. That's not any clearer, is it? I guess I mean we'll finally see the core team running an agency being made up of representatives of all the modern communications disciplines, ...