Efficiency

Or, as I like to call it, making time where there is none.

Seemingly the bane of existence of every person who works by timesheets: the overwhelming pressure to be inhumanly productive isn’t exempt from plaguing the ranks of those in advertising, marketing and PR.

[see previous release on intangibles: http://famousallison.blogspot.com/2007/11/intangibles.html]

The fact of the matter is that things take time- even the intangible ones like thinking, meeting and planning. While an agency is usually home to a plethora of eccentric creative types, creative-on-demand without any time expenditure is virtually impossible.

I am hereby instituting a random creative thought of the day (or various random weekdays). In light of this generally unreasonable expectation to produce immediate genius, here’s an idea, off the top of my head, to prove that they’re not all gems-

This year for Halloween, Instead of candy, hand out autographed pictures of yourself, standing in front of your company’s sign displaying a big, cheesy thumbs up. A surefire way to curb childhood obesity.

Cynical and funny, yes... but a lousy idea. But it goes to show that if you want something creative without the development and brand exploration time, you’re going to get an idea like that.

So, while –really- good ideas take some time in nurturing and development, in the course of writing this post, I’ve sent out a release, made subsequent follow-ups and laid the foundation for a large scale direct mail campaign. Patience is key...as a wise one says, "The things you do today will pay off tomorrow."

Intangibly efficient. Invariably expedient.

Now that’s making time!