Creative marketing and advertising is sometimes a catch 22. We artists scream for freedom, for pure and unconstrained parameters of creation, yet, we are notoriously lazy, disorganized, and distractible. We clamor that rigid guidelines and fixed turnaround times poison our creative processes...but somewhere deep inside we worry that if truly left to our own devices we’d never get anything done.

These ideas are false. My experience does not show that planning kills spontaneity. It does not indicate a correlation between a firm deadline and a sacrifice of creativity.

An ounce of pre-production is worth a pound of post.