Creative Circle Better Practice

CREATIVE CIRCLE BETTER PRACTICE

Selling creative work is one thing but navigating your way through the process to achieve the desired end result can be a minefield in itself. To help make the journey easier for both marketers and agencies, we’ve created Creative Circle endorsed Better Practices relating to the pitch, strategy, production and research process. I’d like to thank industry thought leaders Gillian Rightford, Katherine Tripp, Stephanie Safari and Julie Zander for giving of their time to help launch the initiative. If you know of any industry thought leaders who can help marketers and agencies successfully navigate specific processes, pleases submit their names and area of expertise to arlene@creativecircle.co.za

Stephanie-Safari

HOW TO PLAN FOR BETTER BRIEFS AND BEYOND.

By Stephanie Safari
Creativity in advertising is a fundamental strategic issue. There is such an intimate relationship between planning and creativity since it is not possible to affect a plan without an idea, or an idea without a plan. Read More.

Gillian-Rightford

HOW AGENCY CLIENT RELATIONSHIPS AFFECT RESULTS.

By Gillian Rightford
I’m sure you’ve heard that the agency-client relationship is really important to ensure you get the best creative output. You may even be in an agency-client relationship, on one side or the other, and chances are that it might not be an easy relationship – they seldom are. Read More

Gillian-Rightford

HOW TO CHOOSE THE AGENCY THAT IS RIGHT FOR YOUR BUSINESS.

By Gillian Rightford
During every brand’s life, there comes the point where the marketing team needs a new agency. It could be a launch, and starting from scratch. It could be that the current relationship is not working, or that the work is sub-optimal. It could be that there is a new Marketing Director or Managing Director, who has worked with someone before and thought they were better. Read more

Katherine-Tripp

HOW AN EFFECTIVE PRODUCTION PROCESS CAN BUILD THE BOTTOM LINE.

By Katherine Tripp
The overall challenge facing the production process is the growing tendency to downsize production departments in advertising agencies, in an effort to reduce costs. Surely the traffic department can contact production companies and suppliers put forward by procurement, creatives can liaise with directors, cost controllers can make sure nobody gets ripped off without having to waste time by consulting with the agency, and finance can manage budgets and administration elements. Read more

Julie-Zander

HOW RESEARCH CAN BE USED FOR BETTER CREATIVE RESULTS.

By Julie Zander
Clients who are in the fortunate position to test creative work, both qualitatively and quantitatively, do so because it gives them perspective beyond their own judgment. Thus, a finely tuned piece of art is nestled out of the nest – the ‘inner circle’ of those who gave it birth – and is encouraged to test its wings with the regular man on the street. Read More