Undoubtedly there are dozens of companies just itching to unveil the year’s ideal slogan: “Doing fine in 2009.” It practically writes itself.

But what are these poor ad-designers and trademark-makers to do when the year starts off, well, less than fine?

   As an advertising sales rep, I feel their pain. Occasionally, very occasionally in my case, we come up with a great idea for an ad or a piece of art, but finding the right client to use the new theme or jingle is a different story entirely (I mean, we can’t all rip off an Elvis Presley hit for erectile dysfunction ads).

   The sad fact is the New Year hasn’t gotten off to a “fine” start by any means.

   Families across the country are struggling. Home foreclosures, terrible debt and fears for tomorrow are commonplace. Nationwide, from Mom & Pop stores fighting to make ends meet to massive giants of industry begging for bailouts, businesses are struggling. “Nose to the grind in ’09” seems a much more suitable tag at the moment.

   Unemployment rates are rising, layoffs are looming and it’s a long road ahead for anyone hoping for even a glimmer of confidence in our financial sector.

   Now, and for the foreseeable future, the United States is waist-deep in the Mideast quagmire, which has enormous potential to get catastrophically worse. Certainly, we’ve made headway in Iraq, progress in Afghanistan and careful steps toward peace in the region, but our reputation there and around the world is less than stellar, our allies aren’t on the same page and our enemies are digging in their heels.

   In 2009, America continues to face its steady decline both at home and in the international arena.

   But while every New Year brings the possibility of new fear and failure, I hope that most of us will see it as a new, fresh start for ourselves and our neighbors, both at home and abroad.

   In a few shorts weeks we’ll inaugurate a new president. Barack Obama has already shown himself adept at unifying people despite personal and political bias. While I’m not one to put him or any politician on a pedestal, I do have high expectations for what he and the American people can accomplish.

   While there’s little individual Americans can do to directly affect the political tides outside our shores, we can encourage and demand that our leaders work in our best interests toward peace. We can condemn the atrocities that still take place around the world, give as we can to relieve the suffering of the oppressed and the poor and pray for the leaders and peoples of all nations as we still struggle through the simple act of getting along in a world that gets smaller every day.

   Rough start or no, there’s still plenty to be – and plenty that can be – done during the next 12 months. Sure, the advertising gurus may have to sit on their theme for a while, but there’s every reason to believe the slogan will still be fresh and ready to go before it’s December 31 expiration date.