There is far more to the creative process than learning how to use software and configure hardware. This blog addresses them.


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Journey author Robert Davis is the owner and creative director of Atlanta agency, Davis Advertising, Inc.


Contact Robert by email for more information.


Journey from Concept to Creation

There is far more to the creative process than learning how to use software and configure hardware. This blog addresses them.

Knowledge is power!

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You often hear people say stuff like, "everybody I know says 'so and so.'" [Or, as I recently was told, "If you hear it from two or more people Robert, it has to be true.] It is easy to draw conclusions based on what you say "everyone else says." But -- keeping it real -- these kinds of conclusions (along with many website polls, cable news polls, etc.) are hardly reliable enough to build a business on...much less a creative platform for your next advertising campaign. While knowledge is indeed power, incorrect information can be devastating to any creative endeavor.

    Successful creative work is usually the result of proper strategic planning -- based on solid research. Top advertising agencies usually have their own planning model. I have also developed a proprietary model for my agency based on my experience in the field. It all starts with fact-finding research broken into four categories -- the market, the competition, the product and the company. At this stage, it is critically important to be unbiased and state the facts. The research can come from a variety of primary and secondary sources.

     Primary research might include the development of mailed questionnaires, field interviews and/or focus groups. It is important that the research questions are written by experienced marketing research professionals to eliminate human bias (the "stuff" mentioned above). It is also important to use a sufficient “simple random sample” of appropriate respondents to ensure statistically accurate findings within a reasonable “confidence level.” When done properly, a relatively small sample of respondents can provide highly accurate findings that are representative of the target market as a whole.

     Secondary research comes from existing research material. Public libraries are, of course, a great resource. College alumni are also allowed access to university library resources...on-site and online. It is amazing how much information is readily available. A visit to your local library can be remarkably informative...and you will find the library personnel to be knowledgeable and helpful. You can usually access your public libary holdings on-line as well. My local library, for example, has the same databases available that are used by top ad agencies and research firms (paying big bucks for the subscriptions, btw). All you need is a library card number to log in.

     While proper research is crucial for strategic planning, it is very important for creative development as well. Creative schools have begun to address this in their curriculum. They have come to realize that the creative program represents a solution to marketing problems -- a direct outgrowth of strategic planning. While providing invaluable information, the research process can also help stimulate creative ideas. Immersing yourself in research can indeed be a great way to get your "creative juices" flowing.



Journey from Concept to Creation said:

I was honored to serve as the final judge in the 2008 DECA, International Career Development Conference

August 14, 2008 4:00 AM

Journey from Concept to Creation said:

<< Previous | Next >> As I mentioned, the boardroom is not the place for opinions without

December 5, 2008 4:22 PM

The "Idea Catcher." - Journey from Concept to Creation said:

Pingback from  The "Idea Catcher." - Journey from Concept to Creation

December 5, 2008 5:06 PM

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About Adman

After developing his artistic abilities from an early age, Robert Davis (Adman) started his advertising career as a graphic artist for a commercial printing company while in 10th grade. He later acquired degrees in Commercial Art and (later) Business Administration (Marketing with focus on computer science) while working in various advertising agency capacities. Robert started his own agency in 1989. He added an in-house Pro Tools® recording studio in 1999 and an Avid Xpress® DV video editing suite in 2002. He now also has two Avid Media Composer suites and an Xpress Studio HD suite in a fully equipped studio which also features SoftImage|XSI and Pro Tools. He believes that his company, Davis Advertising, Inc., represents a new model for the 21st century advertising agency…”a small, agile and responsive agency wit1h comprehensive, in-house capabilities.” He says, “Avid® software provides the creative freedom and flexibility I covet.” His focus is on developing effective creative ideas via his own strategic planning process. He loves being surrounded by cameras, lights, props and other creative professionals who share his vision. He also, of course, loves working with Avid® software to bring his ideas to life. Currently residing in metro-Atlanta, Robert is an accomplished writer, producer and creative director. His advertising agency has served Fortune 500 accounts and has received several international awards. His work has been exhibited at the prestigious Cannes Lions Advertising Festival. When not riding his vintage Italian racing bike, or working out with free weights, Robert can often be found in the late evening singing or playing drums, guitars and keyboards in the studio.

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