The Last Minute Syndrome

Why do agencies always get ideas at the last minute? Apparently, it is the only way that everything in the world gets done. The best ideas come when there is pressure to deliver. Othwerwise, agencies are in ‘thought’ rather than ‘action’ mode. We have tried to anticipate what our client needs and prime them for it. But each time, we found that clients have their own pressures and priorities. An advertisement campaign is only one item on their list of things to be done. It’s worse for service providers down the line from an agency. They have even less time to deliver. Take printers for example. The brochures are designed and approved with only days to spare. The printers usually have to burn midnight oil to catch the deadline. The printed brochures or any other material is delivered to the location required just on the day of the launch when the ad appears and customers start calling.

One day before is absolute chaos. Whether it is a stage show, a launch event or the inauguration of a sales outlet or an office. I have seen bare supermarkets open within hours of the shelves being stacked with the goods. Hotels where the furniture just comes in a day before the launch. Even Chennai’s legislative asembly inaugurated by the Prime Minister was more of a superstructure than an actual building. If you had driven by a few days earlier, it would have looked impossible. The Commonwealth Games is another shining example of the Last Minute Syndrome. The press went to town with the filth, the state of unpreparedness and the reputation of the nation was at stake. But then, everything miraculously fell into place and then, no one seems to remember. Until the next Last Minute Syndrome presents itself