What do you do when you have a lot of time on your hands? Your mind wanders.
You think about what you’re gonna have for lunch today, mentally prepare for a weekend visit from the in-laws (good luck), and imagine all the things that could go wrong in your life.
The same thing happens at ad agencies. They take so much time on your project (to bill more hours, of course) that they overthink and rework and adjust. By the time it’s done with, the project is a weird, garbled mess that you still have to pay for.
Creativity is about going with your gut and letting intuition guide you.
Think about yourself. Have you ever had a tight timeline and surprised yourself with whatever creative solution you came up with? There’s a reason for that. Studies show that having a set schedule and deadline improve productivity and lead to better work.
When you limit your time, you feel more motivated to get shit done. Since agencies work on an hourly basis, though, there’s no limit to their time and leads to less clear, diluted creative.