Developing concepts into campaigns requires collaboration, commitment and discipline. The trick is to keep everything moving forward in the direction established by the Creative Brief, without drifting off its previously agreed-upon course.

Step 1 – The Creative Brief.

This important document confirms the approved concept and articulates it for both the client and all creative team members. It serves as the Campaign’s “North Star” and should include at least these essential directives: Objective, Strategy, and Tactics.

The Objective, ideally, clearly states a singular goal. However a secondary goal may be identified as well.

Strategy determines how we are going to achieve the goal, in conceptual terms. This may involve psychological or intellectual “hooks”, leveraging data about our target and the problem we offer to solve for them, or storytelling with a clearly defined conclusion or call to action.

Tactics include the nuts and bolts of the campaign: various media to be used, partnerships, vendors or connections to be leveraged, and tangible materials or deliverables.

Step 2 – Visual execution.

Images and footage may take significant time and resources to produce, so planning for their creation should begin immediately. Start with the largest (or highest-resolution) use case, and bear in mind the most challenging materials and channels to be used. Brand and Style Guidelines may be useful here to make sure all team members are in alignment with the desired look and feel. Writers should be consulted at this stage of production to ensure that the verbal and visual elements of the concept support one another completely.

Step 3 – Written execution.

While some headlines and supporting text elements may have been developed during the Creative Process, writers must adapt the concept to various audiences, buying stages, channels, voices and touchpoints. Artists should be involved in this process as well. The team may want to develop teasers, which precede the main campaign, tag lines, which position the company and support the logo, and calls to action which motivate the audience to respond as desired.

Step 4 – Media planning.

This determines deadlines, specifications, and budgets for execution of the creative in various channels.

Step 5 – Composition.

Creative takes its final form in which images, text and audio combine to produce the most effective campaign possible. It’s important to review all materials carefully before publishing. This includes proofreading by both the creative team and the client, making sure legal compliance is confirmed, and oversight of consistency and quality of tone and appearance.