Unlimited changes simply mean a couple of things: 1) Vague brief. Unfortunately, there are clients, even some in very large organizations that one may forgivably imagine to know the rational and humane limits of creative revisions, to demand “unlimited changes”. How finite should revisions be? One? Two? Three? While revisions are necessary to refine a creative product ever closer to the final goal that everyone can agree on, there must be finite revisions because ad infinitum revisions will not move the creative product to conclusion. And such vacuous times may last longer than comfortable for the creative worker, and press him ever closer to the deadline, adding undue stress and making the creative process even more difficult.Īnd then there is the “revision” demanded by a client or peer. There will be moments when no creative idea would spring to mind. Yet, dreaming up a creative campaign or product is not like typing, turning on a switch, or turning a key. It is not easy.Ī creative worker needs to grapple with trying to produce creative output as consistently as possible, on schedule and on budget. However, it is one of the most heart-wrenching jobs in the world. Some clients, admittedly unfamiliar with the hard work that goes on behind the creative scene, may inadvertently believe that creative work is easy. The creative trade is often maligned, misunderstood, even belittled. Many small agencies have folded, or swallowed by others while founders sailed into the setting sun. The creative trade is certainly a tough business, with big agencies trimming employees in sizable numbers, and consolidating worldwide. This applies to clients as well as service providers. No business is easy, especially in today’s global economic meltdown. The good thing was that the companies revised their briefs and took away the “unlimited revisions” clause. Recently, there was furore over a couple of companies which pressed for “unlimited revisions” in their creative briefs, which some media published and sparked lots of debate, especially in the creative industry.
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