From Advertising to Packaging, the Creative process will make the Difference
No matter how efficient your organisation's other processes may be, you're almost certainly experiencing endless rounds of revisions in the development of creative execution—ads, emails, packaging graphics, press releases, and the like.
You may not have shown much interest in the project early on, but now that creative is ready to review, the opinions are likely coming in droves and impossible to fully accommodate. With luck, the loop of feedback and revisions occurs during the draft or mock-up phase; but, unfortunately, the review frequently happens after the photo shoot or launch of the website.
A lack of attention to the creative brief is understandable—carefully reviewing a strategic outline is challenging, whereas reacting to a creative execution is much easier. An organization can make changes either early in the process, when they're cheap or later, when they're expensive. Managing this process is crutial.
Avoiding "design by committee" is obviously the best solution. When that's not an option, following these common-sense but rarely observed rules will stop the endless rounds of revisions. More important, they'll ensure the creative maintains the clarity your campaign deserves.
Saltway Communications will help cut through the endless revision cycles, focus on the objectives and take an independent and unbiased view.
From brief to production Saltway Communications will ensure that the objectives are fulfilled in a timely and efficient manner. Having considerable experience in dealing with creative agencies, graphic designers and print and productions houses, Saltway Communications can manage or instigate many creative projects working with in-house and third party resources.
Saltway Communications will ensure maximum use of your creative spend:
- Defining Objectives
- Developing a concise and accurate brief
- Liaising with decision makers
- Briefing creative and production resources
- Managing execution and delivery
- Reviewing effectiveness
- Ensuring that the creative process is supported by other marketing channels