Deadline: That word all advertising people are haunted by. I've got a thing or two to add to the matter. In time, soon, I will. A little more on that a little later. For now, a deadline beckons.
A few quickies later: And we're back on air. I just finished an ad and a radio spot. It was yet another quickie. After so many years of doing quickies, I sometimes wonder whether less time is the best kind of time one needs to do a great ad. As a great adman I don't know, but do know of, used to say, "Given time, any fool can do a great ad. It takes a special fool to do a great ad in 24 hours." Okay, he didn't quite say exactly that, but the point is, do we really need loads of time to do a great ad? How much time is enough time? The human mind is a magical place. When pushed to deliver, it can deliver marvellous things, but when not pushed, it will wallow in mediocrity. All of which makes me wonder whether creative people ought to kvetch less about time. What creative people need is recovery time, not more time to sit on briefs.
Don't try this at home. Do try this at work. Give your creative people tight deadlines and give them time to chill out on things that have little to do with work. In other words, hold those briefs. Let your people have fun. And then, start a fire.
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