Creative Development Process for Agency
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Creative Development:
The agency's creative development discipline is shaped by two basic
tenets:
- an intimate relationship must exist between client and agency
- an intimate relationship must exist between the brand and the
consumer

In order to establish the first, all agency members share ownership of
the client’s business. This means clients actively interface with their
agency team, get to know them and they get to know the client as well.
Nothing or no one stands between direct client input and the agency.
And it also means that as decisions are made about strategic planning
and creative development, there is a balanced review of the benefit of
those decisions as they relate to a client’s brand and the agency’s
recommendation.

The second tenet of our process, consumer and brand intimacy, allows
the agency to get in touch with the emotional drivers of purchase and
brand loyalty so we can create work that builds visceral connections to
your brand.

But before we put pen to paper, we want to know everything possible
about the consumer. Not just simple demographics; we want to know who
they are, how they think, and how they feel.

We want consumers to relate to our brands in ways that go beyond
features and benefits, and make the brand “theirs.” Ultimately, we
believe this insulates the brand from a competitor’s “newer, bigger,
better” claims. This simple principle guides our creative development.
Listen to the consumer. Understand their frustrations. Meet these needs
distinctively. And quietly become part of their world. Brand loyalty is
borne of these things.

Our process typically involves research where target consumers review a
brand’s product and discuss the likes, dislikes and builds. With a
thorough understanding of the product, the group sorts pictures to
determine personality matches for the brand and its competitors. The
process incorporates both emotion and content. Our research focus is an
extension of our Transactional Branding philosophy – seeking a brand
dialogue and driving transactional action with the end target. All
learning is then channeled into communications that provide competitive
advantages.

When developing creative, our success model includes these principles:
• Relentless pursuit of consumer insights that lead to
distinctive and pre-emptive brand equities.
• Insightful advertising that disrupts the category.
• Compelling visualization of benefits.
• Targeted programs that divide and conquer with each
constituency.
• Integrated communications that drive home the essence of brand
equity and create a total brand experience.