One of the most common and frustrating challenges in creative agencies is dealing with rework and workload overload. These two closely connected realities not only impact team productivity and morale but also erode project profitability. The root of the problem is clear: the more time spent on corrections, the smaller the profit margin.
According to industry data, the average team member spends up to 25% of their time on rework. Of that time, 30% involves internal adjustments, while 70% is dedicated to client-requested changes. These numbers are significant, as every extra hour spent on rework is an hour not accounted for in the original budget.
The hidden workload
This issue creates a difficult cycle to break. Teams that thought they had finished a project are forced to make changes instead of moving on to new tasks for other clients. As a result, pending work piles up, and the workload increases. Overload becomes a constant reality, often leading teams to the dreaded burnout—a situation that is increasingly common in the agency world.
Work overload cannot be ignored. Burned-out teams not only perform less effectively but also see their creativity, motivation, and ultimately, their client relationships suffer. Without proper management of these factors, the rework-overload cycle can spiral into a vicious loop.
Garnier BBDO’s solution: Data-driven decision-making
Garnier BBDO found a solution that helped them manage this challenge more effectively: COR. This platform provided real-time visibility into rework and the team’s workload, enabling informed and timely decision-making.
Mauricio, a leader at the agency, explains that before implementing COR, quantifying rework was a complicated task. It relied on multiple departments, such as accounts and traffic, making it difficult to have a comprehensive view of the problem. With COR, they gained precise data on each stage of the creative process, allowing them to clearly identify where rework was being generated.
“One of the biggest benefits was the ability to detect rework before the project reached the client,” says Mauricio. This enabled creative teams to address internal issues early on, avoiding unnecessary revisions and changes later. This type of prevention was key to optimizing workflows and improving efficiency.
Data-driven conversations: A transparent approach with clients
One of the most powerful aspects of having clear, real-time data was the ability to sit down with clients and have honest conversations about how their revisions impacted timelines and project profitability.
Presenting concrete evidence allowed Garnier BBDO to foster more constructive dialogues. Instead of change requests being a source of conflict, they became an opportunity to negotiate deadlines more fairly and collaborate to improve efficiency. Clients greatly appreciated this transparency, as it gave them direct insight into how their decisions affected the project’s progress. The result was better alignment of expectations and, in many cases, agreements to reduce unnecessary revisions.
This approach not only strengthened the client-agency relationship but also made it possible to find joint solutions without increasing budgets or team size. It created a collaborative environment where both parties committed to optimizing the process—something that is not always easy to achieve.
Work overload: A silent problem
In addition to reducing rework, COR helped Garnier BBDO identify the true sources of workload overload. With full visibility into the hours worked by each team member, they discovered that internal perceptions of workload didn’t always match reality.
By having precise data, they were able to better redistribute tasks, avoid overburdening certain teams, and offer rest days to those who needed them most. This proactive approach allowed them to adjust deadlines and set more realistic goals, significantly reducing the risk of burnout.
