Creative Development Process for Agency
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Our creative development process varies depending on the size and scope
of the assignment, the client's beliefs, and the time frame. What
follows are the basic steps we take:
1.) Creatives familiarize themselves with the brand/store/service.
Sample products. Visit stores. Talk to employees and customers.
Creatives use brand/store/service just as real consumer.
2.) Creatives study all existing secondary research.
3.) Creatives help shape original research using proprietary
research methods to determine best brand positioning.
4.) Creative is part of the strategy group that develops alternative
strategies.
5.) Creative is developed, reviewed, and refined.
6.) Rough creative is presented to client and if necessary, is refined
again.
7.) Creative may be pre-tested, if not it goes into production.
8.) Finished creative is tested before developing new campaign
executions.
The process is thorough yet streamlined so we can move quickly without
making mistakes. Because the creative people are there every step of
the process along with our research and strategy people, everything is
developed with balance. We do not create gratuitous, non-focused
creative nor do we run th literal unimaginative strategy.