Underpromise and Overdeliver
Learning how to properly set expectations for your agency and clients—then immediately shattering them—is a vital skill for a wannabe superstar creative to learn. Deadlines. Deadlines. Deadlines. They are the backbone of the advertising industry. Clients are ridiculously demanding and change their minds as the wind blows. Agencies scramble to meet their requests to show their ability to think quickly and solve problems. For the creative, this can be exhausting because the deadline you just spent days making sure you met just got moved up, moved back, or plain moved off the calendar. Now you either spent all night at the agency cramming to get a board done that will not even be used or have a desk drawer full of ideas ...
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