Creative Development Process for Agency
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At the end of the day consumers never see a strategy or a focus group
tape or a media plan. They see the work. Which is why we believe that
every piece of creative, whether it's a TV spot, print ad, poster or
pamphlet must satisfy five criteria. It must be memorable. Clear.
Believable. Relevant. And beautifully crafted. More importantly, it
must capture the voice and personality not of the people who created
the work but of the brand it represents. For then and only then can
creative get a consumer to remember the brand, believe in it, feel good
about it, and take action.