Editor's Viewpoint

Looking back at 2008
It's impossible to escape the big story of 2008 -- the credit crunch and ensuing economic downturn that is leading many experts to revise their once hopeful projections for the year in advertising. Automakers are reporting record low sales, leading to cuts among the agencies that create the advertising that helps fuel the demand for new vehicles.

On the upside, 2008 will be remembered as the year two political ad guys -- David Axelrod and Jim Margolis -- helped the junior senator from Illinois become the first African-American to be elected to the presidency of the United States. The campaign ran on enthusiasm and passion -- and also on record sums of money raised via the Internet, using the most sophisticated online outreach in the brief history of online politics.

It was a year of new media. Social networking emerged as a mainstream force, even if it still faces the difficult challenge of monetization. At ad shops around the U.S and indeed around the world, digital specialists are being integrated into traditional creative and media teams. Creatives everywhere are stepping up to the challenge of designing commercials to arrest the attention of impatient, ad-skipping DVR users.

This AAAA SmartBrief special year-end report wraps up a busy year in the interactive media and advertising space. Part I highlights the most important trends, stories and events of 2008. Part II, which will hit your inbox Thursday, will provide a glimpse into what's in store for 2009.

Here's what was most important to you in 2008, as voted on by the clicks of AAAA SmartBrief readers.

Best of 2008

• Ad agencies make profitable use of down time (9/15)

• Where have all the "Mad Men" gone? (8/13)

• Brands people can't do without (10/12)

• Ad firm gives clients the Naked truth (4/10)

• Who won the gold in the 2008 Advertising Olympics? (8/24)

• Job titles out as part of MindShare's rebranding (9/24)

• How shops are integrating traditional, digital creatives (6/30)

• Bud comes up big with ad viewers (2/4)

• Top ad execs tell agencies to adopt new media (4/30)

• Ad legend Hal Riney dies at 75 (3/26)

Your Favorite SmartQuotes

It is our responsibilities, not ourselves, that we should take seriously."

--Peter Ustinov,
British actor and writer

In any moment of decision the best thing you can do is the right thing, the next best thing is the wrong thing, and the worst thing you can do is nothing."

--Theodore Roosevelt,
26th president of the U.S.

We are what we repeatedly do. Excellence, therefore, is not an act but a habit."

--Aristotle,
ancient Greek philosopher

Most companies don't exercise patience during the hiring process. There is no development system that is going to compensate for making a bad hire."

--Eric Foss,
CEO of Pepsi Bottling

Service is the rent we pay for being. It is the very purpose of life, and not something you do in your spare time."

--Marian Wright Edelman
children's activist

When one door closes, another opens; but we often look so long and so regretfully upon the closed door that we do not see the one which has opened."

--Alexander Graham Bell,
American inventor

The most successful people are those who are good at Plan B."

--James Yorke,
mathematics and physics professor

Pick battles big enough to matter, small enough to win."

--Jonathan Kozol,
American nonfiction writer and educator

You must be the change you wish to see in the world."

--Mahatma Gandhi,
Indian political leader

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