Another real-world example...

...of what you're in for.

1. Receive brief: Create concept for celebrating the Xth anniversary of a product.
2. Concept, concept, concept. (2 weeks)
3. Review with Creative Director; get mildly pivoted.
4. Revise, revise, revise (1 week)
5. Go back to Creative Director; receive okay to show concepts to CMO.
6. CMO: Let's humanize the product. Maybe animate it like [fairly well-known animated character].
7. Review brief. Confirm that there was nothing suggesting anything like the wayward brain-turd the CMO has just dropped in front of the team.
8. Repeat steps 2-5, at least twice if not more, and probably with a truncated timeline.