We believe creative work is one of the most exciting opportunities an organization has to distinguish itself in a crowded market. Like the most worthwhile efforts, this is not without risk. It’s why we first develop a base of solid, relevant market information, reinforced with key insights. With this understanding, we can free our work from the boxes most ideas live in, taking messages beyond category phrases and business-speak.
Our creatives love research. It’s true not only for our designers and writers, but our entire organization – because at Russell Herder, “creative” has no borders. We have curious, savvy people, dedicated to work that leverages client investment, not personal portfolios. Sure, we win our awards, but it’s the byproduct of smart, responsible work. After all, it’s your money.
The Creative Brief
Both verb and noun, the creative brief is the heart of creative development. It’s the summary of all we’ve learned, where opportunities are identified and spelled out in a document signed off by an agency principal, account manager, creative director, and most importantly, you. It’s the compass, a benchmark from which we move forward. Creative presentations may involve conventional media, up-to-the-moment social media strategies, or most often, a strategic blend of tactics. The category doesn’t matter – inspired work starts with homework, because understanding the ground rules is essential to innovation. Concepts are typically presented with a primary recommendation as well as several paths not chosen – since you deserve to understand the process as well as the outcome.