Creative Development Process for Agency
03-1015023-056

The development of break-through creative executions that produce
results is a primary Agency focus. This focus is married to the art and
design functions, which ensures that live execution meets budgetary
parameters in both test and market expansion scenarios.

Creative directors, writers, and artists bring an average of more than
a decade of direct marketing experience each, across a wide range of
industries. They represent a body of creative knowledge and multiple
media experience that encompasses direct marketing strategy, product
development, market segmentation and targeting, as well as traditional
and non-traditional production techniques.

A Creative Director is assigned to each client, with responsibility for
assembling and managing the most appropriate resources -- copywriters,
artists - within the Agency's Creative Division. Actual creative
strategy development starts with the Creative Input Document, which
identifies client objectives and any developmental biases, historical
performance data, or restrictions.

It is standard practice for multiple concepts to be developed
independently, with copywriters incented for the development of winning
creative execution. Winning is defined as generating results that
transform the test concept into the client's control position. Concept
development includes strategic rationale, positioning, and topline copy
heads, resulting in the presentation of at least 3 for client
selection.