I spent the weekend reflecting on a topic for this piece, and my mind kept returning to the concept of time—specifically, how we experience time differently in various moments of our lives.
I’m not here to delve into Einstein’s theory of relativity, but it’s fascinating to consider how time can feel so fleeting during wonderful moments and painfully slow when the experience is less enjoyable. This relativity of time is something we’ve all experienced.
With that in mind, I began thinking about how our industry has evolved over the years. We’ve adapted to the fast-paced demands of modern marketing. What once took weeks—whether developing a campaign or managing a large production—now seems to be done in a fraction of the time.
There’s no doubt that the market has become more demanding, with more channels to optimize and an audience that’s increasingly harder to impress. But I wonder, in our rush to meet these demands, have we left some crucial principles behind? In our pursuit of speed, are we compromising the quality that comes from thoughtful research and strategic planning?
It’s remarkable how processes that once required extensive preparation and intricate design are now simplified into tasks that take just hours or days. But this raises a critical question: are we still dedicating enough time to activities that build strong, lasting brands?
As we near the end of the year and wrap up our campaigns, I think it’s the perfect moment to ask ourselves this question. Let’s reflect on whether we’re giving enough time to the creative process, allowing room for research, debate, and the brilliance that comes from collaboration.
I genuinely miss those moments when we’d dive into the rationale behind every decision, run multiple project streams based on research, and have the time to test and refine our ideas. I remember the strategic sessions where we’d debate fiercely, only to realize, almost without noticing, that it was already 5 p.m.
Those were the moments that made me truly appreciate the art of marketing and agency work. In my opinion, those were the sparks that ignited brilliance.
With that said, I challenge my esteemed colleagues to invest more time in our craft. Let’s not be afraid to ask questions when something doesn’t feel right, and let’s push each other to create work that isn’t just fast—but truly exceptional.
