Ramsey Naja is chief creative officer, JWT MEA
“According to Einstein, time isn’t a constant or anything like the reliable measure we go by. For Einstein, time actually bends. Well, thank you, sir. Ask anyone from trainee to CEO in any ad agency and they would have told you that in less time than it takes to say ‘Big Bang’. Time, in our industry, is an elastic band that’s as unpredictable as it is unreliable.
We’re all governed by deadlines. And pitstops. And tissue sessions (whatever that one means). Schedules, timetables, time frames are the roads on which we travel and, like drink-drivers, we see these paths distort – and usually shrink – as we travel along. How long it take
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