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The following article was published in our article directory on April 19, 2011.
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The Fun and Challenging Process of Message Creation

Article Category: Advice

Author Name: ANIRUDDH BASU

Every brand or product has its own personality and unique message that it wants to relay to its target market. Depending on what the product is messages can be summed up into these common adjectives among others: youthful and vibrant, earnest and dependable, high-end and first-class, affordable and accommodating, useful and necessary, new and cutting-edge, trouble-free and convenient. These specific messages' main motive is to appeal to consumers' sensibilities and eventually lure them into buying the product. Consumers buy those products that they can relate to hence it is the duty of every Creative design communication agency to capture a product's essence and make it look accessible and relevant to its desired audience.

There are many Creative design communication companies nowadays. They share the same propositions and that is their ability to satisfy their clients with product-specific ideas that are sure to get the best results. Of course, not all of these Creative design communication agencies actually live up to their self promotion and deliver the exact expectations and demand of their clients. In the end, it all boils down to extensive planning and glitch-free execution.

Creative design communication agencies share a similar creative process. It all starts with the client meeting wherein the details and specifics are laid out. After that, the brainstorming begins among the think tank team of the agency. The think tank team is usually made of an account executive, creative director and a copywriter. During the brainstorming, these individuals pick their brains for the most Innovative & Creative approach that will capture the client's intents. In some instances, the visuals come first before the copy while at other times, the copy inspires the visuals. Nonetheless, the idea generation within the think tank team basically works in a basic process: the trial and error.

After coming up with these so called Innovative & Creative ideas, the creative department will then pick three studies to develop. Studies are concepts which are most aligned, consistent with the product brief and have achieved a commendable grade in terms of Innovative and Creative standards. These studies will then be executed and undergo a series of revisions where design specifics from the client are adhered to and typological errors are eliminated.

Once the three designs are at their best quality, they are then presented to client. This presentation usually involves the account executive and of course the think tank team. Clients can then choose from the three studies and chosen output will be further developed the client's comments and suggestions. During those instances that not one study elicited the support of the client, the team will then start over, usually from scratch.

The Project kick start once the client picks a particular study. Project kick start usually means completion of project cost, scouting of suppliers, scheduling go-sees if models are required, and other production requirements.

Almost all clients want an Innovative & Creative idea. But oftentimes even the most Innovative & Creative of ideas do not cater to the client's taste and will never get to see the light of a Project kick start. This is one common source of frustration for the members of an agency's creative team. But as they say, to each his own.

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