"Sometimes you can have too much of a bad thing," he told an IPA reception.
MacLennan, who steps down from his IPA role in April, was speaking in the wake of the latest Bellwether report revealing record cuts in adspend.
However, he clamed that even client company financial chiefs were "getting the message" about not slashing spends as in previous downturns. "We are part of the solution," he insisted.
Meanwhile, he added, the IPA was stepping up its efforts to maintain a dialogue with the Government and to attract a broader range of talent.
Looking forward to 2009, he warned: "We all know that we can't stand in the middle of the road hypnotised by the juggernaut hurtling towards us."
MacLennan said that planned initiatives included an update of the Magic and Logic guidelines enabling procurement specialists, clients and agencies to work more closely together.
At the same time, he confirmed that the IPA would be joining forces with the Advertising Producers Association to stage an advertising festival in Beijing in the spring.
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