While I was still working in the advertising business, I often wondered why all our jobs apparently had urgent deadlines. When we got an assignment from a client, they were all accompanied by the comment: “This was actually supposed to have been finished last week, so you can probably understand why this is urgent…”
This makes you wonder, doesn’t it?
A lot of the urgent tasks we were able to identify, the client must have had sitting on their desks for months, but for some reason, they were only sent through the system once it was almost too late. This puts unreasonable amounts of stress on everyone involved in the process, including the client, since everything will obviously late no matter how much you speed up the process. This is not a great way to work, let me tell you that…
The fact of the matter is that there must be time for planning. If you want to let go of the mindless stressing around, you need to do some decent planning so that you are able to see the bigger picture at the beginning of the year of assignments to come. When you do your budgets, you know which campaigns you have planned, and you know the overall goals of the year. This requires you to sit down and plan out the whole year, take note of all important deadlines and milestones and calculate backwards. Suddenly you end up with a nice overview of when you need inputs from different departments, when you need to brief the agency, and so forth.
How do go about it in your company – are you in control of planning?