Creative Development Process for Agency
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Our process is called the Roadmap to Communication Effectiveness. It's
our proprietary creative strategy development tool.

In the Roadmap, we focus on two kinds of insight: Consumer insight, and
Brand insight.

Our Consumer insight system is called PULSE. PULSE is part of a
world-wide consumer research program that keeps us tapped into the
hearts and minds of consumers at every life-stage. Our agency's
innovative CONSUMER PULSE rooms have made our company a world leader
within the PULSE network.

Our Brand insight work is summed up by the BRAND FOOTPRINT, a colorful
and succinct expression of the key ideas that make up the brand
identity.

The core idea that links Brand insight and Consumer insight is the
SELLING IDEA. The SELLING IDEA drives the entire communication program,
from store-shelf, to website, to broadcast advertising.

This process ensures a non-biased view of the kinds of communication
vehicles that can be employed. The SELLING IDEA is a media neutral
brand idea, not an advertising strategy.