Phil Lynagh is regional managing director at Tag: MENA
“If acronyms could be dangerous, one in particular scares me the most. From briefing to fulfillment this little four-letter monster wreaks absolute havoc. Imagine the scenario: client briefs agency and wants creative work ASAP. There it is. The monster is out there. It begins.
The agency has no pre-agreed timelines for delivery and agrees. Confusion is now unleashed. Why? Well, the client is secretly thinking ASAP equals five days turnaround and that would be brilliant, but refuses to let the agency know because they may take six days if he tells them five. The account manager scampers back and briefs the creative team and she says ASA
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ROFLMAO