Creative Development Process for Agency
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In our experience, the most effective creative work is the result of
insight and rigor. Do your homework, dig deep, don't accept the obvious
answers or default to the obvious solutions. Make the consumer part of
the process. And as you're gathering information and drawing
conclusions, constantly involve the client as a sounding board. Then
and only then, will the intellectual leaps into creativity have a deep
strategic foundation.

The argument is simple, and economic. Better ideas replace the need
for bigger budgets.