the pace should be picked up only so much

I was reading AdPulp this morning, as is my wont, and I came across a post by David Burn on the need for marketers, and agencies in particular, to pick up the pace:

“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.

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2 responses to “the pace should be picked up only so much

  1. I’m a big proponent of craft. And there are plenty of things we do in this biz that need time to develop properly. I’m simply reflecting on my own circumstances working for large CPG clients that, process wise, are still stuck in the 1990s. For instance, if you recommend a soc net to a client and they take six months to green light it, the trend could well be over by launch time.

  2. That is a good point and one that makes sense to me as well.

    It seems like most of the development time is spent getting approvals as opposed to doing the work (though, of course, the approvals take forever but the deadline doesn’t move so the craft ends up being jammed into whatever time is left).

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