Good, fast, or cheap—you can have only two. This so-called iron triangle is as true for advertising as for every other industry. But for advertising to continue to thrive, it’s time to eliminate this triangle once and for all.
Every brand hears a version of the iron triangle the moment it starts talking to an agency—although, if we’re being honest, it’s often more like, “It will be good, but it will take a lot of time and a lot of money.” And we still have a tough time delivering on the good.
The problem is the hierarchy, red tape and accepted practices we’ve baked into the agency model.
Think of how a typical agency works: The best and brightest climb through the ranks until one day they stop being part of the work. They are managing people, they’re chasing new business and putting out fires. They talk to clients, but only when absolutely necessary. The result is that the people best equipped to solve a brand’s problems are the least likely to be available to solve them. And then they trot out the same four-month timeline regardless of the ask.