Creative Development Process for Agency
03-1014970-324

We believe there is no "formula" for great creative. But, we do have
basic beliefs regarding what great creative is and what it should
accomplish.

Great creative must convey the essence of the brand. It must get people
to do what we want them to do. To accomplish this, we believe the
creative must be smart. It must be stategic and have a rationale. It
must make an emotional connection with the consumer. It must solve a
marketing problem and cause a desired action. It must be relevant to
the target audience.

To ensure that our creative is strategically on track, we integrate the
creative function with our proprietary V.I.E.W. planning process.
Additionally, we evaluate our creative product against established
criteria that may include:
• Differentiates the brand
• Persuasive - influences attitude
• Motivating - affects behavior
• Strategic focus
• Target relevance
• Magical
• Leverages brand attributes
• Ahead of the curve
• Results-driven
• Activates the brand

By doing this we know that we are producing work that is not only
worthy of winning awards for creativity, but able to influence
attitudes and the buying behavior of the target market. Simply put, we
produce creative that produces results for our clients.