Creative Development Process for Agency
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There's a new book on marketing every month, and a new buzzword every
week. And every day, agencies use them all, sometimes to help their
clients, more often to baffle them. So we created a simple 4-step
process we call Reality Advertising.

Step 1: Find out where you really are. This is a lot harder than it
seems. And that's where Reality Check (our planning department) comes
in. Through disciplined information-gathering techniques--some
traditional and some not--we come to an honest assessment of where you
are.

Step 2: Decide where you want to be. (A marketing strategy) Together
we'll sit down, look at your brand attributes and your market, and
select a position that will do you the most good.

Step 3: Make a plan to get there (A creative strategy). Now we have to
create advertising that knocks people on their butts. The good news is
that if we work within the realities of our marketplace, then not only
will the advertising get noticed, it will work.

Step 4: Make it happen. Well-planned strategies and hot creative are a
dime a dozen. Brilliant executions are gold. Don't stumble. Don't
hesitate. Execute brilliantly.

Step 5: Go back to Step 1.