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Job loss. Challenge. Rollercoaster. Nightmare. Danger. Opportunity. Obama. Crisis. Abu Dhabi. Tough. Re-boot. Swine flu. Redefine. Hope. Low rents. Lebanon. Surprises. Recession.

2009 was a year definable by many, many words. It was filled with tests, disappointments, and opportunities the world over, in every industry.

“Snap back to reality, oh there goes gravity,” wrote and sang a certain Marshall Mathers, better known as Eminem. An unlikely poet of his generation, the rapper’s words are perfectly fitting to the year 2009: rugs were swept from under feet at an alarming rate, and a sense of hard realism settled in throughout the year. Advertising and media insiders say there hasn’t been a year like 2009 in what seems like forever, and most are hoping there won’t ever be another one.

Some, however, have seen the glass as half full, and say they wouldn’t change much about the year. Across the industry, the words “clean up” resonated. Many believed 2009, although harsh, was a much-needed opportunity to clear the decks and start afresh. Dubai’s real estate market may have crashed, but it meant that rents dropped and landlords found some humility. Many lost their jobs, but in the process some genuine hidden talent was uncovered and groomed. Recruiting in Dubai came to a halt, but Abu Dhabi emerged from the shadow of its rowdy neighbor. Lebanon saw an incredible year, punctuated by a successful summer, and the politicians kept conflict at bay even while they tried to form a government. And, although still shrouded with mystery, Saudi Arabia came into the limelight as the most important market for the regional advertising industry, as age-old attitudes both inside and outside the Kingdom began to shift.

So, without belittling the crisis and its devastating effects, to every cloud there seemed to be at least one silver lining. 2009 shook most industries to their core, but insiders say the year felt like a giant re-boot, during which yes, some fell from grace and stayed there, but others managed to pick up the pieces and turned a precarious situation into an opportunity.

As the year winds down and the advertising and media industry prepares to ring in 2010, Communicate sought the reflections on 2009 of advertising, media, public relations, and branding professionals throughout the region.

And 2009 proved to be a varying experience across the region, with different repercussions affecting markets growing at different paces. The one thing in common – other than the crisis – now seems to be the shared anticipation of 2010. Marketers can hardly wait for the clock to strike midnight at the end of this month, though many are adopting a cautious attitude; it is one informed by the trying times of the past year.

To keep things simple and fresh, we asked the same straight-talking questions to marketers across the Middle East. Here is a selection of their responses (including a few over-long tweets).
 

Kamil Kuran
Managing director, Leo Burnett, Levant
2009 in a tweet.
Quite the rollercoaster year, from managing countries that were affected by the global economic crisis to countries that surprisingly experienced record growth figures (Lebanon in particular).

What would you change?
The loss of jobs and the pain it caused to many, although it was a needed wake-up call for the world to realize that excessive greed ends in disaster.

What would you keep?
The achievements and recognition for Leo Burnett Beirut on the regional and global creative scene.

Gavin Dickinson
Executive director of publishing, Abu Dhabi Media Company
2009 in a tweet.
Tough for everybody in our business in every regard – but also a time to review, refresh and refocus on the core of what we do – well.

What would you keep the same?
Tough times show up the really tough people, and we uncovered some real performers in 2009. 

You know it’s 2009 when…
You cannot wait for 2010 to begin.

George Slim
COO, Lowe Pimo Beirut
2009 in a tweet.
Unpredictable situation – worldwide financial crisis with a shaky environment all around us, with no clear idea of the repercussions it might have on our market. Living in a continuous challenge. Trying to survive in a continuously shrinking market. Constant need to adapt to change. So far, the level of insecurity is still high, with many challenges ahead. But we should not give up.

What would you change?
I wouldn’t change anything major, except to have trusted people less.

What would you keep the same?
Our belief in the country. 

Joe Ayache
Managing director, Impact BBDO, Beirut
2009 in a tweet.
Started with a huge challenge as the crisis dawned on us, we showed resilience and ambition and belief in our market, in our clients and in our capabilities. Results followed.

What would you change?
Funny enough, nothing.

Joe Chemali
Regional communication director, H&C Leo Burnett
2009 in a tweet.
Very busy year. We felt the revival of Lebanon from a business and tourism aspect.

What would you change? 
Traffic jams in the summer.

What would you keep?
Traffic jams in the summer, since it’s a sign that Lebanon is a healthy and attractive destination. 

Andreas Keller
Regional PR director, Weber Shandwick
2009 in a tweet.
One of the worst years on record since the beginning of the century, when the business world did a giant re-boot.

You know it’s 2009 when…
You see lots of people with expensive suits out of work, or the message, “I need a job,” scribbled on the back of a Porsche.

Dr. Lance de Masi
President of the IAA UAE chapter
2009 in a tweet.
The moment of truth for a world that’s been living on borrowed time and in which a sense of entitlement is killing excellence.

What would you change?
Denial.

What would you keep?
The inescapability of truth.

You know it’s 2009 when…
Some previously arrogant people and organizations start showing some humility.

Ronald Howes
Managing director, MEMAC Ogilvy & Mather
2009 in a tweet.
Too many questions to which almost no one has the right answers.

What would you change?
The negativity and obsession with blame. 

What would you keep?
The resolve and resourcefulness in finding new opportunities.

Aboud Shami
Group managing director, Impact BBDO, KSA
2009 in a tweet.
Apprehensive. Rightly, the year of the ox was demanding in more ways than one. It was no less than a rollercoaster ride, and everyone was tested for his nerves. From the economic viewpoint, one wasn’t sure if the ox could be tamed, and the rollercoaster ride was quite nerve-racking. Whether it was Obama’s attempt to change the down ride, or the swine that flu around the world, everyone just hoped the ride would end on a good note and 2010, the year of the tiger, would come to the rescue.

You know it’s 2009 when…
Your neighbor lost his job

Bander Asiri
Managing director, Al Khaleejiah advertising & PR
2009 in a tweet.
2009 was the year everyone was a newbie. No one really knew what was going on, and where the market was heading. We went through the 5 stages of dealing with grief during Q1 and Q2 of 2009; denial, anger, bargaining, depression, and then acceptance.

What would you change?
My optimistic forecast. 

You know it’s 2009 when…
Although it was a buyer’s market, even buyers were hesitant and indecisive.

Bishara Ghawi
Vice-president, Team Y&R, KSA
2009 in a tweet.
Such a long night of nightmares, 365 nights to be precise. When we got up after a deep slumber it was disaster waiting to happen for the entire world. Mishap is far from over but there are positive signs and mood will bring a desired result in 2010 as entire advertising fraternity is keeping their fingers crossed and pockets wide open. Sinking clients, shrinking budgets, losing jobs and still keeping the office up and running was indeed a huge fatherly work. We all went back to our drawing boards to learn a lesson or two about “How to win friends and influence people.” 2009 was like a university. Learning for future.
You know it’s 2009 when…
This year was buzzing with a catchphrase, “be the change.” Black replaced white, 09 replaced 2008. And hurray, the rest is history.

Kamal Dimachkie
Managing director, Leo Burnett Dubai, Kuwait and lower Gulf
2009 in a tweet.
A turbulent rollercoaster; growth on the one hand, cuts on the other. New clients on board but decreased budgets & great work but scam ads.

What one thing would you change about 2009?
More visibility and transparency.

What would you keep?
The need to reinvent ourselves as consultants to our clients’ business, though remain focused on developing ideas that have the power to transform human behavior.
Dany Naaman
Regional general manager, MPG Middle East
2009 in a tweet.
The year of redefining the client/agency relationship. Optimization of resources. Managing cash flow – Cash is king. A buyers’ market.

What would you change?
Moving the agency/client relationship from a supplier perception to a true partnership.

What would you keep?
Training and investing in talent. 

Tom Callaghan
Joint creative director, Expression
2009 in a tweet.
The Chinese use the same ideogram to mean danger and opportunity. 2009 proved the advantage of being independent, flexible, quick to respond.
You know it’s 2009 when…
Lack of a Blackberry is the new BO.

Anthony Ryman
Managing director, Grow (Qatar)
2009 in a tweet.
From a heady bang to the New Year, we jumped
off a cliff without a parachute and climbed back
up again.

What would you keep?
Our ability to laugh (loudly) in the face of adversity.

Dimitri Metaxas
Regional executive director, digital, Omnicom Media Group
2009 in a tweet
Recession puts spotlight on digital media and industry realizes there is no turning back.

What would you change?
Didn’t hire earlier and faster.

What would you keep?
Less focus on real estate sector.

You know it’s 2009 when…
Your client conducts a buying review.

Sunil John
CEO, Asda’a Burson-Marsteller
2009 in a tweet.
A year when arrogance disappeared and realism returned to the world.

What would you change?
Awarding the Nobel Peace Prize to Barack Obama – give the guy a chance to prove himself first. 

What would you keep?
Slumdog Millionaire winning the Best Picture Oscar.

Choucrallah Abou Samra
Managing director, Omnicom Media Group, KSA
2009 in a tweet.
A year of challenges, with surprises at every turn, both good and not so good, makes for a radical change from the past.

What would you change?
Less knee-jerk reactions. 

You know it’s 2009 when…
Pitches are driven by the search for savings and
little else.

Hermann Behrens
CEO, The Brand Union Middle East
What would you change?
Clients who lost their voices and e-mails when asked when they would pay. 

You know it’s 2009 when…
Your passport has to be renewed due to the overload of visa stamps.

Adam Pidcock
Managing director, Firefly
2009 in a tweet.
Landlords being reasonable, sandy cars at the airport, hundreds of CVs in my inbox and driving to Abu Dhabi.

What would you change?
Driving to Abu Dhabi.
 
What would you keep?
Landlords being reasonable.

You know it’s 2009 when…
You don’t get paid.

Ian Butlin
General manager, TBWA/Zeenah (Oman)
2009 in a tweet.
Back to earth with a bang. Boom disappeared overnight and budgets went with it. Government still spending – thank goodness.
 

Katia Yasmine
Director of PR agency Traccs Lebanon
What would you change?
Nothing, because with every bad experience or challenge faced in 2009, it just makes us more aware and stronger for the next year to come.
 
What would you keep?
The calm that Lebanon experienced while surrounded by chaos. This year, Lebanon has taken sturdy steps forward, and one sure example of that is the formation of a new government.
 

Marwan Qutub
CEO and co-founder, 3 Points Advertising, KSA
2009 in a tweet
Nothing is as scary as you think it will be.

2009 in a picture. 
2009 was like taking the Leap of Faith [water slide] at Dubai’s Atlantis hotel. It takes guts to go through and it does look very scary, especially when you are sliding down through the shark pools. However, when you pass through it and look back, you realize it was just a ride and the adrenaline level makes you ready for bigger adventures.

Suhail R. Kambriss
Commercial director, PGM Egypt
What would you change?
Headcount restrictions.

What would you keep?
Obama.

You know it’s 2009 when…
There won’t be another 2009.

Hubert boulos
Regional managing director, MAC DDB
2009 in a tweet.
Helped discover interesting personality traits in people (the best and the worst, but mostly the worst). From a business perspective: the most successful year ever for MAC DDB, going from 12 employees in Jan 09 to close to 100.

What would you change?
No layoffs, especially in Dubai.
 
What would you keep?
All the new business wins of MAC DDB in Doha and all the people who joined us.

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