From Concept to Creation: The Creative Process at Marketing Agencies

At first glance, you might not consider advertising to be a highly creative endeavor, but in reality, there is a tremendous amount of creativity that goes into each campaign. Marketing is an important part of your budget and is vital to business success. According to LinkedIn, most business owners will invest an average of 9.1% of revenue in marketing. It makes sense then to know a little bit about the creative processes that are used. Let’s look at the creative process used by marketing agencies.

Creative Breakdown

The creative process used by many marketing agencies can be broken down in the following way. First, there is preparation. This is when market research is done and brainstorming is hashed out. Next, there is the incubation period. This is when marketers will take space from the ideas and let them unfold. There is also an illumination period which most refer to as the moment an idea sprouts. There will also be an evaluation when the group will think critically about the idea and look for problems. Lastly, there is verification when the idea will be brought to fruition.

This is a very basic explanation of the creative process, but it is the process used by most marketers. Let’s look a little more in-depth at some of the crucial aspects of this process.

Research

The research phase of any marketing campaign is crucial to the entire project. Without thorough and accurate research all of the other efforts in the process will be futile. Creative market research is often overlooked but it’s very important. Solid research will inform all of the other decisions that must be made during campaign planning and execution. Think of the research phase as the time you’ll take to tap into the mind of your target audience.

Grabbing Attention With Creative Ideas

The entire purpose of marketing and advertising is to grab people’s attention. The ways to do that are limitless so there is plenty of room for creativity in this phase of the process. With solid research on hand, you can now hash out ideas and inspirations. If you are working with a marketing agency, then you want a team that doesn’t think inside a box but rather taps into their creativity to develop attention-grabbing concepts that will set your brand apart from everyone else. When you combine solid research with creative attention-grabbing ideas, you’ll be able to achieve an emotional reaction from your target audience. This is exactly what you want.

These are just a few details regarding the creative advertising process. If you’re looking for a marketing agency for your business, please contact us today.