Will 2009 be the year creativity makes a comeback?

A recent piece by Laura Petrecca in USA Today has brought up an interesting point. With predictions that 2009 will see an even bigger dercline in media spending - the conventional way to measure advertising industry activity - some advertising can rise above the bad times. Regarding 2008 advertising, there is much in her story that I don't agree with - Walmart's advertising - forget it. Free Credit Report.com and the singing waiter guy? Someone please teach him how to play better fake guitar.

The story points out that even during the Great Depression, advertisers advertised, and consumers consumed. It wasn't a post-apocalyptic, nuclear winter-like environment.  Actually some of the most creative advertising of that day was developed during those dark days. Advertisers had to develop new ideas for doing more with less, just like the consumers did. They had to come up with new ways to make their advertising work harder and be more memorable, to resonate with the consumer. Isn't that what good advertising should always do, even in a strong economy?