Creative Development Process for Agency
03-1012157-279

Our Philosophy on Creative

Our philosophy on creative is that it must get to the “gut”. That’s
what motivates people to take action. Creative for creative sake is not
an option. We feel that clients will judge us on how our campaigns
impact their business, not on the number of awards we garner. Frankly,
good advertising will provide both results and awards. Our Daily
Southtown campaign is proof of this. This campaign impacted
subscriptions and circulation and won 12 International gold National
Newspaper Association awards and a silver National Effie award.

We believe good creative is not created in a vacuum. It’s not “smoke
and mirrors.” But, rather it requires client participation in the
development process and the agency’s understanding of the business. Our
first step in the creative process is to help identify a unique and
compelling positioning for the product or service. This requires
customer feedback, competitive message analysis, investing time in
knowing the market, and a strengths and weaknesses discussion with the
client marketing team. From there, we develop a core creative idea that
can deliver our message in a creative, impactful, and enthusiastic way.
The core idea transcends all aspects of the marketing effort and
becomes the “legs” for our communications effort.