My approach to Creative Strategy is pragmatic and grounded in data driven insights. I believe this approach not only tightly aligns creative to the target audience and business objectives but also frees creators to explore new creative territories that they never would have considered. A good creative strategy is critical to a successful content program or campaign. With this in mind, I created a bespoke creative strategy structure that was rolled out globally. This structure became extremely successful aligning creative to strategy and business objectives.
Each Creative Strategy I create is treated as unique, just as the objectives of each client are unique. However below are the core steps I created to conduct a successful Creative Strategy. Get in touch for more detail about the approach.
This is a term thrown around the industry but if conducted properly, they are an extremely powerful tool. The key is to collect data from multiple sources. Only then can a solid creative interpretation occur. This interpretation fuels the Creative Filter.
I developed the Creative Filter as a bridging device between the content strategy and the final delivered content. It brings focus and consistency across content. It empowers content creators to confidently create content that achieves the content objectives and it Informs post content implementation metrics.
The Creative Newsflash is a powerful device I developed to document creative ideas on a page. It ensures that all creative ideas aligns to business objectives and strategies. It aligns different content formats such as editorial, creative and video. Most importantly, it clearly communicates the idea to clients and content producers.