Creative Platform Development (CPD)

Creative Platform

Once we have completed the Marketing Opportunity Assessment, we begin developing the creative platform for the brand, campaign or project. Because we begin at the beginning and follow a carefully prescribed approach, armed with our previously agreed upon creative direction, a successful outcome is virtually guaranteed. Our process takes us from insight to idea with certainty, clarity and purpose. We know where we’re headed, and how to get there.

It’s also the reason you will never find us presenting you with three to five ideas and asking you pick the winner. That would be unfair to your decision making team and greatly reduce the odds of achieving your goal. Imagine a doctor diagnosing your condition, then asking you to pick the treatment that has the best chance of curing you from a list of options. Malpractice? Maybe. Reckless and irresponsible? Absolutely.

Instead, the Smith & Jones creative team searches for the single best idea that offers the greatest potential for success. When we present that winning idea to your decision making team, there will be no surprises. It will be obvious why it’s the best idea. It’s informed by insight, on strategy, and closely follows the creative direction set forth in the Marketing Opportunity Assessment.

Concept Grid

As part of the Creative Platform Development phase, we pre-identify the methods of inspiring change that are required to move the brand, campaign or project audience through the emotional stages of buying. This enables us to pinpoint the most important touch points and identify how the executional budget should ultimately be allocated. We then prepare a concept grid that shows how the overarching concept will be applied in those different contexts.