Creative Development Process for Agency
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To our way of thinking, brand building is about developing a strong
relationship between the brand and the consumer.

To best develop that relationship, we use a proprietary account
planning process called “The Meaningful Reality” to identify the
“ownable overlap” - key brand attributes relevant to target consumers.
Based on the ownable overlap, we develop a creative strategy and
campaign that builds that relationship with the consumer.

We judge each ad against three ironclad criteria: "likability",
believability and (competitive) difference.

First, we look for advertising that is likable – for consumers, for the
trade, for clients. The reasoning is simple: the best advertising
builds relationships between consumers and brands, and consumers don’t
build relationships with brands who have advertising they don’t like.

Next, we look for believability. Believability requires the
advertising, in both look and content, to marry a brand benefit to a
consumer need in way that is easily digested by consumers.

Lastly, we look for advertising with a difference. Successful
advertising separates the brand from the competition in a likable and
believable fashion.

Advertising that accomplishes all three ties together all the client’s
marketing communications and positions the brand for the long-term
while increasing sales in the immediate present.