* 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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