What does 2007 hold for Wieden + Kennedy? Rather than developing a business plan, we thought we would just consult Prediction magazine – ‘your mystical guide to life, love and the future’. All the quotes that follow are exactly as they appear in the mag. The agency was founded on April 1st, so that makes us Aries. The ram.

What is Aries like? ‘Wild, rambunctious and on a quest for adventure this year.’ Yes, that’s us. And apparently we’ll be feeling ‘kinky’ in September. So watch out.

Here’s the first thing Prediction says about how to make the best of 2007:

‘Make your competitive spirit work for you by using any failures as building blocks towards achievement’.

Spookily, this seems to reflect exactly our ’embrace failure’ philosophy. How did they know?

They go on:

‘You’re passionate enough for two but give your partner some personal space from the start so that the relationship does not prematurely finish.’

Sounds like we need to beware of being too passionate about what we do, or we may risk losing a client. Hmmm… can an agency really be too passionate? Not sure about this one.

‘Home redecoration needs careful planning and good preparation. Think about what you need so you can get the finish you really want!’

Sound advice for the extension we’re having built on the roof of the building. Work starts in a couple of weeks. We spent most of last year planning it, so I think we’ve planned sufficiently carefully. But we’ll see.

‘Be patient with slower and less fearless work colleagues. Diplomacy and understanding will bring you closer to your goals.’

This can’t be right. None of our people or clients is scared. Though it has to be admitted that we aren’t always the fastest. I’d like to think that, rather than just being patient, in 2007 we can become a bit more efficient.

‘Daily walks in the fresh air will keep tension headaches at bay.’

How did they know about those tension headaches we all get? Maybe we should restart the lunchtime running club.

Moving on, what does Jupiter, the luckiest planet in the zodiac, have in store for us? Apparently, ‘you may be presented with an opportunity to go abroad, maybe for an extended period, possibly in connection with your job.’ Or, we may not travel. Possibly.

There’s more. Here’s what the actual horoscope says:

‘The efforts you make in the first half of 2007 will stand you in good stead when it comes to making the most of opportunities heading your way later on. Your ability to push yourself into the lead and cut a path of your own gives you the edge on competitors in the first two months… The winds of change begin to rise in August, bringing greater potential for raising your status.’

Well, this sounds good. I like the idea of us getting ahead of the competition in Jan and Feb. And I’m looking forward to this status-enhancing weather in August.

‘You have been going through a speedy maturing process in the past couple of years and are finally emerging from the shade.’

Yes, accurate again. It’s amazing stuff, this astrology. What about financial targets?

‘Your fortunes are moving through a phase of expansion… Your spirit of adventure and enterprise will be the main driving force in the improvement of your fortunes in the coming year. Make the most of your energy and creative powers to enhance your financial situation.’

Promising news again. And the advice about using our energy and creative powers is strangely appropriate. Any closing thoughts?

‘After the slog of recent years, plus a phase of uncertainty about the direction of your aims and objectives…’ (is this some implied criticism of our management team?), ‘you will begin to see the fruition of your efforts. Altogether it seems that you are heading for a time of increasing success and now feel more in control of your destiny. Start the year with ambition and it’ll soon pay off handsomely.’

Great stuff. The omens are good. And this is all probably about as reliable as any 2007 predictions you’ll read in the marketing trade press. The funny thing is, having transcribed all this stuff, I now actually feel more positive about the year ahead. Welcome to optimism, indeed.