Creative Development Process for Agency
03-1033373-220

We take a total immersion approach toward the exchange of information
with our clients. In the beginning no information is unimportant. And
in fact our deep experience has taught us that even a seemingly minor
detail at the outset can become the key differentiator in driving
campaign success. So the prioritizing of information comes later. Truly
great creative and sales results can only come from a full
understanding of product benefits, the competition and the sales
environment. After an intense briefing session with our clients, after
asking all the relevant questions, after doing our own research, we
prepare a Creative Strategy document. This exercise takes a complicated
marketing situation and makes it as clear and simple as possible. The
marketing conditions, objectives, audience, competition, product
features/benefits, key marketing proposition and the supporting points
are set forth for client review before any creative work begins. Our
clients have the opportunity to add, subtract and modify this strategy
and its assumptions. Upon client approval, we begin our creative
thinking. Our goal is to come back to our clients with creative ideas
and solutions that are dynamic, fresh, sometimes uncomfortable,
invariably unexpected, and always solidly based in our mutually agreed
upon strategy.