• by Fern Siegel , February 19, 2007

Everyone loves to predict the future. Interpublic is no exception.

Greg Johnson, executive director of Interpublic's Emerging Media Lab, points to five top trends for the next year. They are: physical and digital worlds collide; consumers build digital homes; social software drives communications; marketers embrace digital nets; and next-generation content makes it big.

"Predictions are part science, part art and part opinion," says Johnson, whose Los Angeles-based division works with media agencies and clients. The focus is research that zeros in on how consumers utilize technology.

For marketers, it's another tool in their media-strategy arsenal.

John made his predictions during a videocast, "The Interpublic Point of View." It can be seen at the company's Web site: http://www.interpublic.com/interact/news/video.php. "The Interpublic Point of View" is a talk show hosted by Bant Breen, president of Interpublic's The Futures Marketing Group. It analyzes media and marketing issues.