Jad Rabahi, Managing Director, Impact BBDO - UAEIn the agency world, “yes” often feels like the default. Yes to impossible briefs, yes to pitches when the team is already stretched thin, yes to clients who demand more than what was scoped and agreed upon.
Saying yes is ingrained in the culture of service. It signals enthusiasm, commitment, and a can-do attitude. But behind every automatic yes lies a hidden cost, one that agencies can no longer afford to ignore.
Saying yes to unrealistic briefs often means overpromising and underdelivering. When clients demand campaigns with impossible timelines or budgets, agencies scramble to meet expectations. The result?
Compromised creative quality, frustrated teams, and disappointed clients.
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