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They were stressing about telling you all day today too. And probably yesterday.
If it will take longer than 1-2 hours, and I’m already working on something else, I have no problem, politely communicating that it won’t be done by EOD, and that this sort of thing needs to be communicated and prioritized far earlier.
Put them in the hot seat to have to go back to client and say it won’t be there as they’d promised.
If they have to do that once… they will make sure it won’t happen again.
A solid account exec needs to have a solid understanding of the creative process, and timing it takes to complete tasks. If they don’t? They’re not doing their job well.
My personal favourite is when they go “I’ve done the heavy lifting by thinking this through for you” like why would you waste my time playing creative instead of giving me that time.
Say it louder for the people in the back 👏
Pro
No consideration
Maybe I'm an anomaly but I try to keep my creatives in mind and the clients. Thats my literal job. I have to make everyone happy. I would have tried to find a better solution like by noon the next day if the deliverables are super hot. Remember, we don't just invent dates and creatives don't have to deal with backlash from clients or media for missed deadlines. A good account person pushes back on both ends. But a good team understands the business goals and work together for a solution to tight timelines.