Creative Development Process for Agency
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We follow five steps in approaching an assignment:

1. Learn the Business

We study the business plan, talk to decision makers, study the
competition, and pore over all primary and secondary research.

2. Understand the Consumer

We turn to our account planning discipline to dig into the psyche of
the customers to see how they are making the decisions that we want to
influence.

3. Develop the Strategy

Next, we implement our proprietary strategic development process called
Spherical branding. It includes four components; a business
definition, the brand’s positioning, a brand personality, and the
traits of the brand’s users. The result leads us to the creative brief,
which captures the essence of what we want the advertising to
communicate.

4. Create the Communications

We believe that all our advertising should be endearing, rewarding, and
relevant. Our aim is to have the consumer respond

"I like what you said."

"I like the way you said it."

"I like you."

"Let’s do business."

5. Tracking the Results

We come to a mutual agreement in advance about how to measure the
advertising results. We measure the results. We discuss the report
card.