If Mr Martin Sorrell's predictions on the future of advertising come true then major changes lie ahead. At a recent conference in London, the man who now controls WPP - the world's biggest advertising agency - made several predictions about advertising. These include:

As company structures become more global and international the local marketing manager will become obsolete, while there will be an increasingly regional structure in advertising agencies.

Consolidation of the industry will continue, with increasing polarisation between large networks and small, independent shops.

Five global players will emerge: WPP; Omnicom; Interpublic; Dentsu and Bcom3; the newly merged Leo Burnett and DMB&B networks.

Attracting and retaining talent will become a key issue.

Television as an advertising medium will continue to be challenged.

A new radio campaign for Fosters lager beer begins this week with typically humorous radio advertisements ads devised by the Helme O'Connor O'Sullivan Partnership. The campaign continues until September and the advertisements will be broadcast on FM 104, 96 FM Cork and Today FM.