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Research Outline
Prepared for Neuro T. | Delivered October 30, 2019
Ad Agency Creative Process
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Goals
To gain an understanding of the checkpoints of the creative process at an ad agency
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Early Findings
The
standard process
at an ad agency is typically broken into pitch, presentation, assessment, and creative design.
The beginning of a project at an ad agency
begins with the pitch
from the client, where a creative brief is presented to several ad agencies.
T
h
e
agency that p
resents the best solution
lands the job, after which a contract is signed and the agency arranges fees and discusses job expectations.
After landing a job, the first part of the creative ad process is to
do an assessment,
which will inform them on their client’s position in the industry, market share, brand recognition, competition, and any other relevant company information to create an effective ad campaign.
The assessment step may also sometimes be performed
before the initial presentation
, in order to stand out to the potential client.
The
creative team
now begins to design the actual ads and media for the campaign. This process may involve graphic designers, copywriters,
v
i
d
e
o
g
r
a
p
h
e
r
s
, and sound specialists.
The first steps of the creative process are typically
led by an account manager,
who begins by writing a creative brief, which will establish timeline, budget, proposed media, and be presented to the client and signed off on before work begins.
Then the entire creative team will work on the project, which can take several days to weeks depending on the
projects size and scope.
Other members
of the agency might also check in on the process to make sure it is lined up with client expectations, timeline, and budget.
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