An open letter to Grey and to putting 100% into the creative process

Earlier this year, Grey New York announced they’re dedicating 75% of their resources to creative. As a creative, I applaud that decision. It’s about time we all did something like that. But to me it also begs the question, why stop at 75%?
Just the other day my account team pulled me aside after an internal review of some B2B print work. It was a trade magazine insert. They weren’t completely happy with the quality of the work. They felt like it could be better. Then they said