And while our work is creative, inspiring and expressive, it’s also a commercial service. We commit to delivering it within a certain timeframe to help our clients achieve their goals. Starting with strategy gets us focused as early as possible on what we need to do creatively to achieve those goals.
It means we don’t waste our clients’ time waiting and hoping the muse will inspire us. It gives us a better chance of presenting something that’s right first time. And it streamlines decision-making.
Decisions about creative work can all too easily become about individual reviewers’ personal taste, which can lead to deadlock, followed by dilution of the work to try to please everyone. But when there’s a clear strategy behind the work, the discussion can focus on whether it could deliver on that strategy more powerfully, rather than on the associations it sparks in individual people.
We’re a creative bunch, and we’ve found that this way of working makes the best use of our creativity. Research and insight show us what matters; and instead of spreading ourselves thin, trying to fill an entire blank canvas, we can focus the full force of our creativity on those key elements.