Creative Development Process for Agency
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Our greatest value is our ability to transform creative brainstorming
and strategic thinking into a plan of action that contributes to the
client’s business objectives.

Therefore, we take as disciplined an approach to the creative
development process as we do to any other aspect of the PR program.
This starts with an internal or client-participating brainstorm, led by
the account vice president, and using the “What?” methodology outlined
below.

What is the objective?
What is the challenge?
What is the competitive landscape?
What has been done in the past?
What are our assets?
What is in the minds of the target audience?
What influences the target audience?
What is the appetite for risk?

Once the framework is in place, then we have an open discussion where
all ideas – whether perceived as instantly practical or not -- are
welcomed. This ultimately leads to the adoption of the approach that
best fits the unique circumstances.