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Best New Thinking Winner 2010

Koan No. 11


Koan No 11 on Time

“We didn’t lose the game; we just ran out of time.” Vince Lombardi



A great quote from one of the greatest American football managers after whom the NFL Superbowl trophy is named. And very relevant in the agency business where speed is one of the core competencies – it is why clients brief us instead of doing it themselves. But if speed is intrinsic to our product – how do we measure the quality of what we produce? Is a campaign which takes two weeks to develop better than one which takes three days? In what ways? If we don’t meet deadlines we lose. But is it just about winning – or getting high scores on the board?



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