* top ten lies creatives tell
1. We worked all weekend on this
2. It just won’t make sense as a 30 – it has to be a 40, at least. A 60 would be best
3. I really wish I could squeeze it in, but we’re swamped with work right now
4. I was stuck in traffic
5. I never got that e-mail
7. You’ll have it by 3pm
8. Your brief is our No.1 priority
9. But it IS on brief
10. We tried the changes you suggested – it just didn’t work
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