Creative Development Process for Agency
03-1013415-985

The creative development process is incorporated into the goals of our
Customer Insight Group -- to find the right solutions to our clients
business issues by first identifying relevant consumer insights and
then using them as a foundation for great marketing plans and
advertising campaigns. We define an insight as a truth about a client's
consumer relationship to the brand, business situation or broader world
that leads to achieving marketing and communication objectives.

To identify these insights, we use qualitative and quantitative
investigative techniques from our Customer Instight Toolbox and
Strategic Workbook. The Toolbox incorporates over 50 investigative
techniques, many of which are proprietory, and the Workbook contains
analytic exercises for building effective brand strategies.

Our Toolbox and Workbook are used throughout our communications and
strategy development process and have proved invaluable in helping us
to create great marketing plans and advertising.

We have a four-step process we use beginning with identifying a
CONNECTION between the target and our client's brand or service,
DEFINING A CORE STRATEGY for the brand's message, DEVELOPING COMPELLING
COMMUNICATIONS in all formats and MAINTAINING DIALOGUE WITH THE
CONSUMER to ensure the campaign is achieving its objectives.