First of all: It’s going to be another interesting year. Has the global recession really, officially ended? And if so, will the aftermath cause more pains for the next 12 months?

Whatever the outcome, we find ourselves sporting more opportunities than ever before. Why? Clients, recession-stricken or not, still value creative solutions that are engaging and effective - especially the ones that will save them money! So, it’s time to get busy again as many companies, existing clients and new prospects, identify the need to re-engage with their audiences.

Whilst the audience is becoming more sophisticated, opinionated and disloyal (not to mention price sensitive) it’s now more important to communicate the added value of your products/services than ever before - It’s all about being an interesting, exciting and desirable brand.

In 2010, many audiences, who are by now thoroughly exposed to bland communications, will handle much more quirkiness, more daring campaigns, more creative communications and conversations than before. In short, audiences in mature consumer societies will no longer tolerate being treated like yesteryear’s uninformed, easily shocked, inexperienced, middle-of-the-road consumer.

So recession aside, this year will be more interesting as our creative proposals become rawer, more ‘in your face’ than ever before… Bring it on!

Russell