Phases of Creative Strategy

A structured approach to creative strategy is essential for success, highlighting the necessity of following specific phases in order. Brands often struggle with finding winning ads, particularly in competitive markets where short-term sales are the priority. This situation typically arises when brands neglect the foundational steps in their creative strategies, which leads to ineffective campaigns despite extensive ad testing. A thorough understanding of messaging comes first, followed by creative development, and only then should brands proceed to trends and iterations.