A week in production: what really slows delivery (and how teams fix it)

Every “late” campaign usually has the same root causes - just with different costumes.

The usual blockers

1. The brief wasn’t final
   • Specs changed mid-build
   • Messaging changed after design started
2. Feedback came from everywhere
   • Multiple stakeholders commenting in different places
   • No single approval owner
3. QA happened too late
   • Truncation, legals, click behaviour found at the end
   • Result: rebuild under time pressure

The fixes that actually work

• One source of truth: a single brief + matrix link, always updated
• One approval owner: feedback is consolidated before it hits production
• QA early: quick spec + fit checks before polished build
• Two rounds max: if you need more, you need a re-brief

What to do next

Start with the brief template: /templates/creative-brief-template/
Then tighten approvals: /guides/approval-workflows/