How many layouts do you need?

Quick FYI for the day to account groups and all non-creatives: asking the art director for 24 variations for the design of a brochure spread is not true ‘creative.’

It’s just going to lead to us simply moving shit around on the page for no reason. Don’t request that many because you’ll just shoot them down anyway. Ask for three instead, that way, we’ll give you three solid distinct looks – not 24 lousy ones. Otherwise, all those variations of the same inbred cousin you’ll end up with will make you wonder why ‘these just aren’t working for me.’