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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

Writing an effective creative brief can form the foundation for disruptive, breakthrough thinking that can really make a difference to a client's business.
A guide to a process than can help avoid making costly mistakes in giving feedback on creative ideas.
Best practices for using music to build a brand – one of the least understood elements of brand building.
Best Practice paper on how agencies can encourage clients to engage in the creative process earlier.

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