Had a client that busted us for every typo and issue regardless of what stage we were in.
We got retentive about it. A year later we were named agency of the year. Plaque: “with sincere apprecation".

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Valid. We had 8,500 skus under redesign at one time on several brands. Our QA team was having a hard time picking up the changes at every stage. And some of our designers actually believed the clients when they said, “don’t worry about proofing. I just want to see work in progress.” We fixed the process issues but not before getting hammered for it. It was a good lesson for everyone on the team

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It’s a perfectly cromulent word.

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OP - that's a whole other story then if they say "we don't care about proofing". Sounds like a nightmare - bet there were extra revision rounds with that client.

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Ugh, I’ve heard that one “Don’t worry about proofing. I just want to see work in progress.” Never again will that mistake be made.

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