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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 explains how charities the Romanian Ornithological Society and Natura 2000 used a YouTube video and PR to raise awareness of Romanian hunting laws and get the law changed to protect birds.

Case Study

This case study explains how S7 Airlines, the Russian airline, used a video published on social media to increase international awareness of its brand and grow ticket sales.

Case Study

This case study describes how Postobón, the soft drinks company, launched a new musician to then launch a grapefruit soft drink in Colombia.

Case Study

This case study shows how Audi, the car manufacturer, increased brand awareness and sales in the UK by using a three-phased campaign focused on its cars' engineering beyond speed.

Case Study

This case study shows how John Lewis Insurance, the insurance branch of the retail brand, increased its sales by successfully adapting John Lewis' iconic marketing identity to its campaign in the UK.

Case Study

This case study explains how Adidas, the sports brand, used an inspiring message targeting teens around the world to launch its new NMD shoes.
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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 outlines analysis conducted by Nielsen, the research firm, into what drives effectiveness among the top-performing Super Bowl ads.

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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