Dear Brands, Kindly Hold Your Horses Love, Every Agency Ever
So here’s the thing.
We love brands. We really do.
But sometimes, working with one feels like playing dodgeball blindfolded—while the ball is on fire.
Let’s talk about the sales side of the agency-client relationship. The part no one writes pitch decks about. The part where “strategy” meets “Can you do it faster?” at 11:47 PM on a Sunday.
Timeline? More like Time Mine
We’ll be halfway through explaining a thoughtful, data-backed 4-week launch plan when someone from the brand side casually drops:
“Cool. Can we go live tomorrow?”
Ah, yes. Of course. Let me just call the Design Gods, fire up the Telepathy Team, and manifest your campaign overnight. Because creativity clearly comes with a Prime membership.
The “Maza Nahi Aa Raha” Metric™
Present the strategy. Walk them through the insight. Reveal the beautiful layouts.
And then…
“Hmm. Maza nahi aa raha.”
Stunning. A feedback loop powered entirely by vibes and sugar crashes.
Quick question: What exactly is “maza”? Is there a plugin for that? Can you attach a KPI to it? Asking for our entire creative team currently doubting their career choices.
Faster Than Yesterday, Slower Than Never
One of our favourites:
“This looks great. Can you do it faster?”
Yes. We can. But at what cost?
Because “faster” usually means skipping research, short-cutting strategy, and killing craft.
It’s like asking a chef if they can “just microwave something.”
Speed without substance? That’s how you end up with campaigns that look like they were made during a power outage.
The Infinite Approval Chain
“Oh, I just need to check with one more person.”
Cut to: Week 3, and we’re presenting Version 9.6.1 of the same idea.
By now, the campaign has been seen by the intern’s uncle’s neighbor’s cat.
And every round of feedback somehow sounds like:
“Can we make it pop?”
Pop what? The budget?
So,
Dear Brands, it’s time for a change:
Let’s stop treating timelines like pizza delivery.
Great ideas need time to rise. We don’t do 30 minutes or less, we do memorable.
Maza is neither strategic nor actionable.
We love a vibe, but we love clear feedback even more. Tell us what’s off, not just how you feel.
Yes, we can do it faster. But then it’s less Quich, more instant noodles.
Still tasty? Maybe. Impactful? Not quite.
And the approval chain? Let’s wrap it up before we hit Week 3 and Version 9.6.1.
At this rate, we’ll have a campaign no one recognizes, and zero energy left.
You want results. We want results.
But let’s remember: Great work isn’t just made. You need to allow it to happen.
So the next time you’re about to ask,
“Can we launch this in three days?”
Take a deep breath, hold your horses, and think:
“Are you giving this the time and respect that your brand deserves?”
Because good can be quick.
But great? Great needs breathing room.
It needs trust. It needs respect for the craft.
And most of all, it needs a brand brave enough to believe that the long way round is often the only way forward.
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