“Agencies and their clients need to speed up their creative development processes. Six months is a joke today, at least when it comes to digital. Six days is more like it.”
Far be it from me to say that speeding things up is a bad idea…but having spent yet another night in the office until 3am, I am fully convinced that there are things that just take some time and that, with good planning and insights, relevant and breakthrough campaigns can be created without the need to push the agency and its people to the wall.
Which is what happens these days.
Quick reactions are great and all, but brand building is still something that is a craft. And crafts really need to be crafted.