Before a creative agency can start thinking about creative strategy, the advertiser (or client) should, if an existing relationship does not exist, give the agency a full creative brief. This should include:
The creative brief forms the starting point for the creative agency and should provide sufficient information about the target market and background of the company as well as the future desires of the company. The company must present the creative agency with as accurate a view of the brand and its environment as possible.
A creative idea is an original and imaginative thought designed to produce goal-directed and problem-solving advertisements and commercials. A creative idea has to be attention-grabbing and should work as a catalyst in that it should create a chemical reaction and an immediate understanding of the company's brand position. According to jazz musician Charlie Mingus, 'Creativity is more than just being different. Everybody can play weird, that's easy. What's hard is to be as simple as Bach. Making the simple complicated is commonplace, making the complicated simple, awesomely simple, that's creativity.'
A creative idea simply put is way of communicating a brand's position in an original, attention-graabbing, but easy to catch way. Creative thinking and creative ideas are the cornerstone of advertising. The selling power of a creative idea can exceed that of an ordinary idea by a multiple of 10.
While creativity in advertising can often garner more attention, being original isn't enough. The advertisment must accomplish marketing objectives if it is to be successful. That means it must change the way people do things in a positive way for the advertiser. 9 times out of 10, this means - it must encourage them to buy or consider buying a product or service by fulfilling a need or desire of the customer.
We are a creative agency. This means that we combine all the best areas of a design agency, branding agency, marketing agency and even mobile agency together to offer you a full service agency experience. Our approach is one of creative commercialism. All of our creative work at it's core must work commercially otherwise its simply not worth doing.