Everything begins with a brief,
which is a clear outline of information discussed between the client and the agency. It’s written so everyone at the agency can understand the business needs, purpose of communication, objectives, target audience, characteristics of the featured product(s), and campaign timelines. Those are just a few things highlighted in a brief, among many others, before the first creative neuron is even activated.
Now, the agency digests the information provided so the process can begin. Research and Strategic Planning teams begin working hard to define a complete creative brief that includes consumer insights, a description of the brand personality, creative thought starters, and many other mandatory elements for the brand. Ultimately, all of the pieces come together to spark those creative neurons and inspire agency creatives to find the different approaches required to face the challenge head-on.