Creative Development Process for Agency
03-1015028-791

It is one thing to have intergrated capabilities; it is another to have
the process necessary to best use them. The following briefly describes
the steps we go through once we establish a relationship.

Stage 1: Contract of Expectations
Establishing the ground rules of how we will work together (i.e., how
we measure success). This includes such things as "what the definitions
of success are," "how do we measure success," and "principles and
practices."

Stage 2: Brand Audit
Research to establish the current state of your brand (within the
company and the industry). Our audit involves you at every step of the
process and includes such techniques as focus groups, one-on-one's,
depravation studies, friendship groups, etc.

Stage 3: Brand Future
What your brand could/should be. Once we are armed with the true and
full understanding of your brand we can work together to determine
where we want the brand to be in the future.

Stage 4: Brand Vision
The vision (strategy) bridges us from where the brand currently is to
where we want the brand to be.

Stage 5: Brand Turf
This is the creation of the physical (visual/audio) embodiment of the
brand idea across all points of contact. This is quite literally a
board/video/sound that displays the tonality, color and feel of the
brand. It is used as a guide to ensure that all communications are
consistent and representative of the brand's equities from direct to
interactive to broadcast.

Sage 6: Brand Exposure Plan
The plan for managing every point of contact with the brand. A Brand
Exposure plan may include print, broadcast, and direct, but it may also
include promotions, guerrilla tactics, and media we create specifically
for your brand. Upon approval of the plan, we then translate brand
vision, utilizing the brand turf as our guide, in all the agreed upon
mediums.