I was reading about how moles survive underground, by being able to inhale the same air they exhale, and marvelling at how adaptable nature can be. You might find my analogy a bit of a stretch, but I found myself likening those moles to modern direct marketers . . . in terms of remarkable adaptability, rather than holes.

Yet, we have just climbed out (we are assured) of a truly enormous hole. Not one we dug for ourselves as shelter, but one into which we were hurled by the economic hurricane which overcame us.

As per moles, we have been blinded to a way out of that hole. We have had to sit and wait, hoping we could survive on (less than) fresh air! 

So, can we now sigh with relief? 

According to research from Pew (page 5), many Americans are still in shock following the ‘Great Recession’ and are keeping their heads down and their fingers crossed until the financial ‘light-at-the-end-of-the-tunnel shines bright and clear overhead. Many fear a double-dip recession is still likely and say it could be a while yet before we emerge completely from the dark hole of recession (page 12).

But meanwhile, should we prepare for the worst while hoping for the best? Yes – and the most effective way to do that is to be out front in full view, shouting about our resilience and the value of our products and services (page 20), not hiding underground.

There was a whole lot of shouting going on in South Africa when it hosted this year’s World Cup. The country defied global expectation by putting on a truly successful spectacle with erstwhile unforeseen national pride (page 26). Advertising soared but more remarkable was the South Africans’ proud spirit, which is being encouraged even after the event (page 6) as they continue to wear their national colours on ‘Fly the Flag Fridays’. Whichever marketer at Brand South Africa came up with that idea, I salute you! 

The event was also a shot in the arm for winners Spain – a million people turned out to watch their team’s victory parade through Madrid, despite baking temperatures. Will their pride convert to a rise in consumer confidence in the fragile Spanish economy? Quite likely, as sales are actually affected by a country’s mood, says Jamie Riddell on page 30.

Now, advertisers and sponsors are lining up for the next major global event – the London Olympics 2012 (page 5) – and already the Brazilians are planning the next World Cup (page 14) and the Olympics 2016: News from Rio is that the Brazilian Government is set to spend almost $1 trillion on infrastructure projects leading up to those showpiece events. 

Surely then, the only way is up for mole-like marketers? See the light, come up for air. Join our club: The GMA – www.the-gma.com