The importance of not being idle

Released in 2005 and featuring none other than Rhys Ifans in the music video, ‘The Importance of Being Idle’ was just one of the successes from Manc hit-making-machines, Oasis.

Coincidentally, also in 2005, Daft Punk told us to Write it, cut it, paste it, save it, load it, check it, quick rewrite it with their UK Dance #1 ‘Technologic’.

You’re probably (rightly) thinking ‘What have these got to do with a full-service agency in Cheshire?’

I’m writing this because some agencies I’ve experienced in the past take a Daft Punk approach – fast, furious, and with little thought to what work is fundamentally trying to achieve. This is usually due to meeting often made-up deadlines or trying to impress clients by doing something quickly. In reality, these mindsets are only focussing on the short-term goals of a project.

Many of our clients have been with us for years, some for over a decade. Why? Because they value our agility to do a great job of the super-fast, highly urgent work but more so because of the value we are always able to add by taking a step back; really getting under the skin of briefs and objectives.

If we have to say we need a few days to digest something, we’re never being idle, we’re practicing the importance of thoroughness and giving a request the contemplative time to add our true value. As Oasis said, ‘Just give me a minute…’

So, when we receive any simple, or bloody complicated brief, we won’t just Name it, read it, tune it, print it, scan it, send it, fax, rename it like Daft Punk. We will always deeply think about the best way to help meet objectives, especially if it means asking the hard questions and taking more than 7 minutes to respond.


P.S. for those Daft Punk fans…We work harder, to make it better. We do it faster to make you stronger. But exactly how is for another post…