Understanding Creative Process

October 11, 2013In Branding, Web3 Minutes

For a marketing campaign to be successful, it has to be built on a solid foundation. It should operate from a clear goal for the campaign, be built on the free flow of ideas, and work to strengthen or rework a company’s brand. Finally, marketing should be fun.

Any creative or interactive agency should be run in a way that creates is enjoyable and helps to foster an environment where the process is exciting. Everyone involved is happy with the work they do.

Define The Objective

Regardless of the size of the business we work with, the creative process should be as integrated as possible. Whether working with a larger or a smaller firm, we collaborate with internal marketing departments, marketing managers, and, when appropriate, company founders to ensure the best chance of success for our client’s campaigns.

This starts with collaboration between the team and the client—a strategy to determine project goals and objectives. Whether it is stirring up publicity for an impending product release, building brand recognition to generate more sales, or scoring public relations points, the goal must be defined early on.

That only happens through teamwork.

Identify Competitors And Analyze How They Approach Similar Problems

During our creative process, the most important step is to identify competitors within your market and analyze how they approach similar problems in their businesses. The goal is never to copy a competitor but to determine what actions and approaches have resulted in positive and negative feedback from your shared customer base.

The key is to use established campaigns, whether they are successful or not, to guide the creative process. Basing new and original marketing content on previous successful campaigns is a tried and true path to success.

For example, marketing campaigns for apparel makers catering to extreme sports athletes will often have a similar approach in their marketing materials. They focus on what is known to work, but with a new twist from campaign to campaign.

Finally, as we move along in the creative process, we look not just for what is working but what isn’t. If a particular ad creative falls short, we rework it or redo it altogether.

The point is that the process is fun, but it also is straightforward in that we constantly strive to improve our process and the work we do.

By keeping in close contact with our clients and their marketing teams, we aim to strengthen brands every step of the way.