Ben Willee, executive director of media and data at Spinach, was more blunt in his assessment.
“Sounds like government has just discovered the ‘urgent brief’. Welcome to Tuesday in retail land,” Willee told AdNews.
Willee warned that unless the value of the work matches the chaos it creates, good clients and teams will suffer.
“Not every brief needs to be a fire alarm, but you’d want a lot more than $100k a year to justify the upheaval,” he said.
“Otherwise, you risk turning into self-harm with a timesheet while well-organised clients become collateral damage.”
