NORTHERN PLANNER

Every year I make the same promise to myself and every year fail ingloriously.

(picture courtesy of Andy Smith)

That promise it to procrastinate less and be on time more.

It has become an unquestioned cliche that agencies tend to work late. Usually justified by the claim that it's a creative process, you need to let ideas ferment by themselves, we've too much to do and so on and so forth.

It's, yes, we're busy and usually have lots on.Yes clients' brief late and demand early. We need time to think, develop and shake things about.

But it's also true to say your not Dali, Mahler, Kubrik or Plath. You're just late.