In our world, if creative doesn't resonate with the consumer, drive engagement and ultimately revenue for our clients, it isn't working. "Pretty" doesn't cut it.
We rely upon research, client immersion and our collective years of experience across all channels to begin the creative process. Everyone in our agency, from the public relations folks to account managers, creatives to accountants are involved in our initial brainstorming sessions.
Over time, a few leading concepts emerge. These are vetted against the strategic goals and objectives set forth by the client because "just pretty" doesn't get the job done. The hardest working potential concepts are developed into potential campaigns.
In the end our creative is compelling, thought provocative and effective. It "creates" results. Now that's great creative!