Creative Development Process for Agency
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Creative Philosophy: The Uninvited Guest
Advertising is an uninvited guest in people’s homes, their cars and
some of the most private moments of their lives.

We need to intrigue them – captivate them with the way we look, the
things we say.

We should entertain them – encourage them to laugh, or at least smile;
to cry, or at least feel empathy; sometimes, simply to think.

We must persuade them – convince them that what we have to offer is
genuinely unique and valuable. (Otherwise, it is unlikely we will be
invited back).

Successful advertising becomes an invited guest – the first step toward
every advertiser’s ultimate goal, brand loyalty.