Our creative production is pretty straightforward. It’s about the steady incremental improvement. 80% of it is based on the data.
Our creative team analyzes what’s going on in the client’s industry as well as their account, constructs hypothethes about the reasons behind the good and the bad performance and conduct experiments to test them.
This part is what drives the “steady” in our creative performance. 20% is based on the completely new ideas.
We try to push the boundaries, to wow, to appeal to emotion. When it works,
we learn something new and build it into our process.
This part is what drives the improvement (and why we love what we do).