Where did the diamond come from?
|
I’m often asked how we develop the ideas raised during our original discussion with a client to the solution that is eventually presented.
The implication is of course: How do we manage to transform half-baked, poorly-refined ideas that only we seem pleased with into something that works!
The short answer is that it often happens only with great difficulty! Sometimes - and only sometimes - it all falls into place like a dream.
But always in my experience, creative and strategic success is the result of a four-stage process:
- Determining the strategy
- Arriving at a broad concept: The basic creative idea
- Refining this base into a detailed approach
- Executing the final production.
Of these stages the first two are by far the hardest.
The whole process is in fact quite disciplined. It is important to focus on finding a concept that expresses in a memorable way the agreed strategic approach to selling the product or service.
So once the strategy and the broad concept are sorted out, you know that the hardest part of the job is done.
The longest part may be getting the idea fully sorted out; but with the strategy established one does so in the certain knowledge of the direction in which to travel. This filling in of the detail, polishing, and polishing it again is what eventually brings the rough idea to full lustre.
The creative process |
|
Strategy |
Client discussion
Write brief-setting strategy
Brief writer |
|
Broad concept - basic creative ideas |
Look at early drafts - headlines + some copy
Revise
Present first draft to client for comment
develop copy in more detail
Brief art director
Decide Illustration, photography, etc.
Assess early visual concepts
revise and develop
Present revised copy and draft layout to client |
|
Detailed approach |
Revise in light client comment
Prepare in advance copy and layout
Present to client
Revise if necessary |
|
Final production |
Final approval
Produce |
|
|
Knowing that is what gives us the early confidence that clients sometimes see as premature or even misplaced.
But if the strategy and the broad concept are right they will continue to improve as we refine. If they are not correctly based, problems will certainly arise in the refining process.
To answer the original question: From concept to success is a process of many stages, many discussions.
The strategist and the writer are often the same person so the feedback is a combination of self-criticism and ideas from you, the client.
The creative diamond may look awfully rough and quite dull until its later stages. But - being a diamond - it will be magnificent when fully polished.
