Creative team lead:
On a Monday, the account manager asks the creative team to develop a print ad for XYZ Industries and gives direction to have it ready in one week. –Sound familiar?– So on Wednesday morning, accounts asks the creative team for the comps to show the client but they’re still working on ideas. They will need more time to come up with quality work. They are convinced that it’s just a little delay but that in the end the client will appreciate the extra effort because the agency is taking the time to make the best job possible. So, late on Thursday, the creative team has some options for the client to review.
Bingo! The client loves the second option and wants to move forward with it. But at that precise moment (and not one second beforehand), creative informs accounts management that the selected option requires a photoshoot: putting the project over budget and extending the delivery of final assets an additional week.
XYZ Industries is upset because they have both gone over budget and have their print ad delivered late.