A rhythm gives institutions something campaigns cannot: continuity. It sets expectations internally and externally, and it makes the work legible for everyone involved.
Without rhythm, teams default to spikes of activity followed by long silence. The visible output may look energetic, but the system underneath becomes exhausting to maintain.
Rhythm does not mean uniformity. It means the structure is dependable enough that the team can move with less friction and the audience can recognize the pattern over time.