Why creatives will be happy to work faster

Though I don't always subscribe to Ilya Pozin's point of view, I think this small article is worth reading. But I would like to add another aspect to the debate on planning versus doing.

As internet and social media is getting to be the most important communication channel for many brands, marketeers and agencies have to reconsider their working methods. Technology has not only changed the pace people react to real time events but has speeded up the changing of market shares in many categories. 

One of the results is that communication professionals have less time to plan, create and execute campaigns. Another one is that you can't hide your responsibility behind a neverending planning process any more. Don't get me wrong, I totally agree with David Droga when he said in an interview that there is one secret of his agency's outstanding creativity: strategy. It might sound strange from a creative but I would even argue that strategy is more important in many cases. If you don't know what to say, it's difficult to find ways of how to say it best. 

On the other hand, the pace of communication doesn't allow us any more to plan years ahead and do nothing. And chances are, if you have all the information you need and you still cannot get a good strategy in two weeks, you won't be able to get it in 3 months either. 

Everybody will have to work faster, which also means taking more responsibility. Decisions will be more important because you won't have a second chance: the market will sweep your initial plan if you wait too long before doing something.

So, I am happy that creatives have to work faster, because it also means they can create more ideas that come to life. It is much better to come up with campaigns that people can actually see than to put your thoughts in the drawer. This is going to be the second Golden Era of communication.