If you're working in a cross media agency like Lemz, concepting goes a bit faster. You don't have the entire week to come up with a print campaign. If you're working with big campaigns like the ones they make here, you have to think fast and to act fast. You cannot give all the seperate elements in a campaign the attention it needs, but it does force you to think fast and to put all the media in service of one central idea.
It's a more modern approach to making advertising. Somebody who truly understands the value of this principle is Grant Hunter, creative director from Iris Worldwide. He is busy making a book about 'Urgent Genius', which is a theory about a new way of making advertising. It's about real time creativity. Not only reacting fast to topical events, but also about being instantly creative at the right moment. And there's a place reserved for the IKEA 365 campaign in the book as well. You can see many examples of the theory here