A good creative process is the prerequisite for consistently producing high quality creative work that delivers the results you want. This is especially important in an advertising agency – when you are responsible for helping many clients’ businesses.
Here is a typical process in an advertising agency.
Step 1 – Client Brief: Hearing the client out, working out the extra information you need from the client, and then transcribing it all into the agency’s Client Briefing Template.
Step 2 – Strategy: Gathering additional information from the market – including working out what the clients’ customers care about and what they react positively to . Then combining these insights with the information from the Client Briefing Template to create a Creative Briefing Template.
Step 3 – Assigning Creative Resources: Getting the right team together.
Step 4 – Briefing The Creative Team: A call to brief the creatives on the project.
Step 5 – Creative Development: The creatives go and come up with ideas.
Step 6 – Creative Review: The creative director works with the creatives on the project to help develop their work.
Step 7 – Business Review: A review with the business team (covering the client), the strategists and the creatives to look through the creative work developed – to help make sure it is hitting the client’s goals in the best way possible.
Step 8 – Client Presentation: Presenting the work back to the client. Showing them your strategy work, the creative, and why the creative will achieve their business goals.
Step 9 – Client Feedback: The clients provide any feedback. You add this to the Client Brief and then start the process again to incorporate these changes – though each step should take far less time this time around.
A good creative process allows agencies to consistently produce highly creative work for clients that makes a real difference to their businesses.
