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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.

 

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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.

The "Silver Lining."

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I do not expect the extensive research process I have described to always be called for or budgeted. But, it is important to be educated about your client before producing creative work on behalf of your client -- trust me, your work will be much better for it.

     Most creative work is an attempt to offer solutions to problems. So, it is only logical to determine what the problems are. It has been said that there aren’t really any problems -- only solutions. But, in order to find solutions you need to find opportunities… and in order to find opportunities, you need to define the problems [it’s a vicious cycle].

   If problems are the “clouds,” opportunities are the “silver linings” (sorry if I’m beating a dead horse). So, the next leg of our journey will be -- you guessed it -- the “Problem/Opportunity Analysis.” (Yeah... I learned that in business school.)

     After doing the research and writing the situation analysis you should be able to make a list of six to eight viable problems that you are facing. This is not as easy as it may seem. I have often asked others (including clients) to give me a list of what they consider to be the marketing problems they are facing. I usually get a mish-mash of convoluted ideas -- you see, the ability to think in a structured, precise and "strategically correct" manner requires experience, discipline and solid facts. [This could answer the time-honored question of why they make you study algebra, calculus and statistics in business school.] At any rate, it can be useful to know what your client thinks the problems are -- sometimes they even get it right. ;-)

   Nevertheless, the problem identification component of the strategic plan is crucial. Every strategic decision you make from this point forward is going to hinge on defining the problems clearly and accurately (still beating that dead horse to a pulp.)

     The next task is to turn the problems into a workable list of opportunities. The opportunities will be the beginning of the creative journey -- the building blocks of your creative platform. Opportunities make up the “launching pad” for all subsequent creative decisions -- including defining your target market, your mission, objectives, positioning statement, unique selling proposition, and all the other strategic and tactical factors to consider in writing the “creative brief” – the roadmap for a successful creative journey.

Comments

 

Journey from Concept to Creation said:

<< Previous | Next >> As I mentioned, I have found that the research process can help stimulate

December 5, 2008 5:06 PM
 

On a mission... - Journey from Concept to Creation said:

Pingback from  On a mission... - Journey from Concept to Creation

December 5, 2008 6:48 PM
 

Journey from Concept to Creation said:

<< Previous | Next >> I like to read company mission statements from time to time. It’s

December 8, 2008 5:13 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 with 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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