Creative Development Process for Agency
03-1015017-237

Driving a Creative Renaissance.

Our creative process is grounded in brand strategy, which aligns
consumer values, product/service attributes, and the core business
goals of our clients. This strategy informs and inspires the creative
product to be relevant to both consumers and our clients' fundamental
business objectives.

But relevant, strategic advertising isn't enough. Tony Granger, our new
creative leader, has both the skills and desire to raise the creative
bar to another level. Tony has forged an exhilarating renewal and
reorganization of our creative department that has led to further
changes throughout the agency.

The "Granger Gauge" is the yardstick by which we judge creative work.
By definition, most advertising efforts fall into the bottom 80% of
what's out there in a given category. This type of work follows the
category cliché. In automotive work, for example, those cliches include
rain-swept, twisting roads; quick stops to avoid hitting a dog crossing
the road; blissful family exchanging glances in rear view mirror; etc.
Work like this requires an incredible amount of media dollars to have
any presence, creating a bland landscape of generic ads where little
work stands out.

Then there's the good work, comprising the next 15% on the Granger
Gauge. It may use the category cliché, but it stands out because it's
funny or clever or well executed. Clients get some attention and media
dollars get a bit more bang for the buck.

Great work comprises the top 5% of what's out there. It's strategic,
relevant, breaks conventions and changes the way we think about both
the category and the brand. This rule busting translates into tangible
increases in sales, measurable results.

We strive to create communications that are in the top 2% of the great
work. This work permanently alters a worldview of both the brand and
the category. Is it possible? We've done so on Milk and aim for nothing
less with Bank of America and Verizon, not to mention the rest of our
clients. And new work we're doing for Duncan Hines promises to start
just that sort of category renaissance in the staid world of baking.

In short, we've determined that our best opportunity for success is to
aim for the highest possible goals and to accept nothing less along the
way.