Increasing the Odds for Marketplace Success - Advertising Development at FCB/LKP

David M Budner,
senior vice president, director of Advertising Research, FCB/Leber Katz Partners.

My purpose is to describe the creative development process at FCB/Leber Katz Partners. In doing so, I will also describe what we now call the advertising research department at the agency and provide some detail concerning what we do and how we do it.

I'm not going to try and convince you that our approach to this challenging task is unquestionably the best approach, since I have learned over the past 20 years or so in this business that there is no 'one best way.'

There are no secrets, formulas, or magic potions that guarantee success–but over time, our accrued learning has led to a set of convictions and principles that guide us in our efforts to truly achieve creative excellence. And for us, we define creative excellence as relevant and unexpected advertising that builds our clients' businesses. And as many advertisers know on a first-hand basis, this is further defined as creating advertising that sells today and builds brand value over time.