Creative Development Process for Agency
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What is it that makes a good ad good?

Simple really. It needs to speak to the consumer in a way that they can
relate to. It needs to articulate the voice and personality of the
product or service. It needs to be fresh and stand out from the
clutter, both in its category and in the medium where it’s placed.

The key to making this happen is a relentless quest to unveil the right
information. That takes team work and great communication between every
member of the agency team and the client team.

We roll up our shirt sleeves and spend time finding and sharing
information, asking questions, checking and double checking our
assertions. We try the product or service and spend time immersed in
the culture of the company. We analyze what we know, what we still need
to find out, what the competition is doing and what type of messages
will make the greatest impact. We hammer out a strategy based on the
collective input we’ve received and we check that against what we know
our bottom line goals are. If it passes muster, we dig into executions
of the strategy, testing as we go, always working to further develop
the brand. If it doesn’t, we start over until it does.