That sounds pretty good, but it's not the reality of things. So how do we work? Our process has changed fairly dramatically over the last couple of years. A change we can attribute in large part to what's called 'data-driven creativity'.
In the olden days, we'd get a briefing and we'd start talking about the project, throwing brainwaves on the table. From those brainwaves a few ideas would arise. Then we'd work those into concepts. Write them out and start figuring out the visual language. Basically, from the briefing we would jump straight into the creative part.
What data-driven creativity means to us
But with all the advantages the internet gives us nowadays, we realised we needed to update our creative process. The briefing used to be the container of all the information needed. These days, the briefing is no more than the starting point. Because there is so much more data that we can measure and use to our creative advantage.
Our current process consists of three distinct phases: analysis, strategy and production. In the analysis phase we try to learn everything we can about our buyer persona. One very important point to make: doing an analysis, a good analysis, takes creativity. You need to be able to dive into the data, recognise the pearls and construct valuable connections between the data points.
When we have that we go into strategy. We use the results of the analysis phase to define what we are going to communicate. After that, we move into production. We come up with a concept that fits the strategy and start making stuff. In all three phases we work directly with the client, instead of for the client. We take 'co-creation' very seriously.
Once our work is out in the world we can return to the analysis phase: measure how the target group is responding to our work. And so our project is now a continuous cycle where we can improve on our own work. This new way of working allows us to better connect to our client and our client's target group. If you want to know the ins and outs of each phase, contact us and we'll be happy to tell you.