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Creative development

Developing the communications strategy, defining its role in addressing the brand's problem, transcribing it into a brief for the creative team, then testing a number of options – these are pivotal stages in the campaign development process. It is generally the role of the planning or strategy team to develop a brief for the creative department. Distilling the communications strategy into the brief is arguably an art in itself and demands intellectual skill and creative flair.

Key Reading

Important papers from across the Warc database

This Best Practice paper offers a comprehensive guide to briefing creative teams. The creative agency briefing period, it argues, is the pivotal stage when an agency starts to add value. Distilling the communications strategy into a brief is an art, it adds: the brief should always be concise, clear, consistent and creative.
A guide to a process than can help avoid making costly mistakes in giving feedback on creative ideas.
Best Practice paper on how agencies can encourage clients to engage in the creative process earlier.
Binet and Carter discuss why things don't have to be new to be creative.
How to improve copywriting – above all, by enjoying it.

Case Study

This case study shows how The National Institute for Blood Transfusions, a blood donations organisation, harvested concert goers' love for free tickets to increase blood donations in Romania.

Case Study

This case study describes how SmartLife, a UAE government-affiliated organisation for Dubai's blue-collared labourers, created educational content and placed it at touchpoints across Dubai to help labourers learn English.

Case Study

This case study shows how Batelco, a mobile network, successfully stole its competition's customers with a simple real-time social media response campaign in Bahrain.

Case Study

This case study describes how Latin American boyband CNCO used geo-location technology for a mobile campaign in Latin America, Spain and the US, to build excitement and social media buzz around the release of its debut album.

Case Study

This case study reveals how Sure, the deodorant brand, activated a new communications strategy at music festivals in the UK to target young audiences.

Case Study

This case study shows how Surf, a detergent brand, successfully related its brand message to the Ramadan celebrations in Pakistan and India.
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Article

This article looks at the development and execution of UK supermarket Sainsbury's 3 minute stop-motion spot; the brand's previous efforts have been lauded for both creativity and effectiveness.

Research Paper

This paper reveals the findings of two studies in Japan and Korea that explored how Sonification, a communication approach that uses audio waves to transfer information, can be used to communicate the sensorial benefits of products, such as cosmetics, that are traditionally advertised via visual images.

Article

This article explores the concept of age, specifically in terms of 16-19 year olds and those over 65, in relation to branding, personal attitudes and perceptions, and responses to music.

Article

This event report describes how Coca-Cola, the US multinational soft drinks manufacturer, has developed a system to process and test its many ads across Western Europe, using neuro-testing methods to inform creative and development processes.

Research Paper

Agency creativity is a product of team efforts whereby members interact to share knowledge, skills, and expertise to produce creative campaigns.

Article

In this article, Malcolm White proposes that the industry adopts a new way of judging creative development to avoid the danger of merely conducting a taste test.

Article

This paper outlines a process to help avoid making costly mistakes in giving feedback on creative advertising ideas.
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  1. Article

    This event report describes how Coca-Cola, the US multinational soft drinks manufacturer, has developed a system to process and test its many ads across Western Europe, using neuro-testing methods to inform creative and development processes.

  2. Article

    In this webinar, Faris Yakob, Founding Partner of Genius Steals, explains how to create better and more creative briefs.

  3. Article

    This article explores how music streaming data can be used to segment millennial audiences where age-based clustering falls short.

  4. Article

    This event report outlines the division between planners and creatives at ad agencies, and offers tips on how these very different teams can be brought together.

  5. Article

    This article, taken from the Warc Toolkit 2016 report, looks at the fusion of data and creativity.

  6. Article

    This article looks at the nuts and bolts of bringing a marketing strategy to life - how to write a creative brief, and how to brief it successfully.

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