Expensive creative.

I'm not sure if there's a client anywhere who doesn't go to sleep counting the ways their advertising agency is expensive.

It's a constant complaint, and the expense of creating work is always blamed on agencies.

I think the fault is shared. And the client has to step up and assume some responsibility.

Back in the days when we had traffic departments, we had three formal rounds of creative reviews.

Now we have 30.

Literally, 30.

These stretch over weeks and months. Each round often contradicting the round that came before.

Creative development often involves a couple do-overs as well.

Mostly because no one's read the brief, or taken it seriously.

There's an old adage in carpentry: Measure twice, cut once.

Those words can probably be applied to our business.

It would save a lot of money if they were.