The Creative Process - Marketing Assets
ONE - The Strategic Review
Communicate the general strategy and business objective/tactic to the creative director for discussion.
TWO - The Creative Brief
Deliver the creative brief to the creative director where it will be reviewed and updated with the requester if necessary.
Please include any relevant background information:
Similar projects to leverage. How it might be extended (campaigns for example). Past learnings and metrics. The RASIC (who is responsible, approver, supporter, informed, consulted)
THREE - The Kick-off
Before any creative commences, there will be a kick-off where the brief is reviewed with the appropriate team members. It’s typical that the kick-off yields information that warrants an adjustment to the brief. If so, the brief is updated and re-delivered where it will be uploaded into BaseCamp with an assigned project number and schedule including milestones assigned per the RASCI.
FOUR - The Creative 1-2 Round
At this stage the creative team will iterate on the project until it's ready for the business review - we call this the "making the sausage" stage where the concepts are worked out within the creative team according to the supplied brief. Depending on the project, copy might come up for review before creative, otherwise copy will be in layout.
FIVE - The Business Review Round R1-2
This is where the business owner will review the creative and give feedback.
This can go a few rounds until there is consensus that the objective has been met (R1, R2 etc.) If while in the R-review, there is a change in strategy, the project will closed and new one opened with a revised brief.
SIX - The project is approved.
SEVEN - Assets are prepped and delivered for production.
EIGHT - The project is archived.