Creative criticism

"The only thing that will win in this economy is an idea," he explains. "We live in the age of the idea because budgets will shrink, people will get more fearful, and people will become more risk-averse."

Everyone, whether consumer or a client, is looking for a "transformational" idea, he says - and the exodus of talent from shrinking Western markets could benefit the Middle East as it looks to develop a strong advertising sector of its own.

"A lot of young people in our business, very talented people, are going to be laid off [in the West] and are not going to be able to find jobs," says Roberts. "We think we can attract them to a bigger Saatchi & Saatchi presence in the Middle East. In this time of crisis most people will be retrenching or going backwards, so we've decided that with that kind of environment, this is the right time to grow."

That Saatchi can outline such bold ambitions is in large part down to its prestigious client list. In a climate where companies are tightening their ad spend, Saatchi can call on clients that are relatively cushioned from the financial turmoil. Key contracts include those with Japanese carmaker Toyota, consumer goods manufacturer Procter & Gamble, and General Mills, a Fortune 500 firm which makes food products including the ubiquitous Cheerios.

"As a company we are in with the only automaker that's certain to survive," he points out. "Plus you have to clean your teeth and wash your clothes even if times are tough, and you have to eat even if times are tough."

There is no danger of Saatchi resting on its laurels, however. Just last week, Roberts was locked in a Publicis Group board meeting in New York, where the Middle East was highlighted as a vital emerging market for the company. Roberts sees it as a time for change - and not just in the White House.

"Our view at the board meeting was that in the next three years crisis begets opportunity - and this is an opportunity now for Dubai in particular to lead the way," he says.

"Obama got elected on one promise only, which was change and hope, and I think that's what we want to see now in the Middle East," he continues.

"We've been finding our way in the Middle East, we've been performing very strongly, and we've done some very strong work. Now it's time for us to take the next step forward."

Roberts insists that the region can do "brilliant work on the internet" due to its large youthful population, which he says is "hungry to connect to the outside world".

"You have a wonderful diverse background - you have people from India, Lebanon, indigenous, and the West," says Roberts. "These people need to stay connected and the best thing that happened to you guys is the mobile phone and internet. It's also an area where you don't really need a big budget."

As advertising budgets shrink around the world in the wake of the economic uncertainty, some companies will look at new options, while others will stick to conventional advertising mediums. Roberts predicts that many companies will turn to TV, and so defer to the ‘safety first' option.

"They will go back to print, magazine, newspapers, TV, where they will try to save money on production costs. As a result, the creativity on TV will probably suffer."

Globally, Roberts anticipates a revival for television, while print and outdoor advertising will be hit. The growth in internet advertising is also likely to slow significantly.

"Outdoor advertising here is extremely abundant although not terribly creative," he continues. "The big opportunity here is for creatives and clients to use this crisis to learn more about mobiles and the internet - it's certainly where we will be looking to make the impact."

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