Some jobs are like a moving target. You think you know all there is to know about them and then they change. Well, that is generally short lived and easy to handle on a small project but on the big ones the change can be massive. That's the way it is on one big job I am working on. It keeps changing over time. Right now it bears little resemblance to what we originally talked about.
That's okay... that's often the way it is in advertising but it is a bit frustrating because the entitiy you think you know and need to plan for is never really the way you think it is. Often, it has already moved on to something else. As if advertising wasn't ephemeral enough already. Hah!
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