Creative Development Process for Agency
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Great advertising, just like great storytelling can be powerful,
transporting, and magical. Insightful brand planning, through its quest
for the truth, seeks to inform this advertising storytelling by helping
to explain our present, and imagine our future.

What does success look like?

That’s the first question in our communications brief. It’s an
important question. Results matter. We really do walk the talk on
outcome not just output. So it’s critical to have a vivid picture of
our brand story. What’s the vision for the business, the brand and the
role that marketing communications will play? After all, if we don’t
know where we’re going, any route will get us there and we won’t know
when we’ve arrived.

Brand Narratives. (TM)

Brand Narratives is our proprietary communications development process.

It is based on the premise that as marketers all we are really doing is
telling our brand story. And that each time we create or manage
communications we are telling a mini-story which adds to, or if we mess
up, detracts from the “folk-lore” that is our brand. Our process like
any good movie, novel, opera, or symphony has three key elements:
exposition, development and resolution – it might sound heady, but it
works.