Coming up with creative solutions is at the core of advertising. Every campaign started out as a small doodle, hidden amongst other doodles surrounded by a group of people brainstorming ideas to solve a brief.
A few weeks ago I was lucky enough to be involved with the creative process behind an upcoming client pitch for Access. I’ve had plenty of experience in the past creating ideas to solve a brief but this was the first opportunity I had to sit round a table with professionals, tackling a brief that could open up more opportunities for the Agency, which I would like to share.
Step 1: Analyse the brief
This cannot be stressed enough. Grab a highlighter and slowly go through the brief. What does the client want? Who is the audience? What tone can you use and what are the key messages that need to be communicated? At the end of the day it all comes back to the brief so taking the time to understand the task will prevent you from coming up with solutions that just don’t fit and result in wasting everyone’s time.
Step 2: Do your research, but not too much
Once you’ve read the brief it’s time to do some quick research. You’re being hired to come up with new ideas, so get to know the brand, but don’t get to know it too well. You need a fresh perspective to come up with something unique and too much research will bog you down in the mind-set of one of their employees towing the company line. You’re looking for the right balance between what the company knows about itself and what the audience knows about them. You’re there to bridge the gap in the most unique and interesting way possible.
Step 3: Write down everything
Once you’re at this stage it’s time to jot down everything in your mind. Everything. Even the obvious, cliché ideas that everyone has had. Once they’re down on paper they can free up your mind. 90% of these ideas will probably never see the light of day, but no one can see what’s in your head until you write it down. This is also a really good chance to create some small doodles to help get your vision across!
Step 4: Talk talk talk
We always stick by the same phrase whenever we tackle a creative brief: “There’s no such thing as a bad idea”. Although, yes, there may be some bad ideas it’s always worth going through them because there may be something in it that inspires someone else. Make sure you’re jotting down notes whilst everyone goes through their own ideas. You may look at it later and come up with the one golden idea that ties everything up nicely and solves the brief.
It’s also worth talking to friends, family or even your pets. They all have points of view vastly different from your own and can create whole new avenues to explore.
Step 5: Look for inspiration and keep the great bits
All ideas are born from one form of inspiration or another. When you’re not sat round the table brainstorming keep an eye out for good ideas, clever campaigns and designs that make you jealous. If they’re really good then make sure you can get back to them. I have a YouTube playlist of all the great adverts from the past few years. When I’m in need of some inspiration I stick them on in the background and scribble some ideas
Step 6: Throw it in the slow cooker and wait
Coming up with ideas on the spot is tricky. Allow yourself to sleep on the problem and avoid thinking about it for a while. Ideas can appear at the strangest of times. Make sure you have a pen and paper handy or even make a note in your phone. Be sure to have something next to your bed or whilst you’re in the shower, these seem to be popular places for ideas to emerge. If I still like them, I roll with it and see what happens. Finally make sure you write them down immediately, you’ll be kicking yourself when ten minutes later that wonderful and amazing idea has slipped your mind and you can’t remember what it was.
Step 7: Show your ideas to someone new
Once you have worked on an idea, it’s really important to show it to someone who hasn’t had any involvement with the brief. By asking them for their opinion about the design and what it means to them you can begin to understand how both the client and the public might see your work. Question yourself – Is this the best it can be without any explaination. Sometimes you can get too close to a project and not see what everyone else sees. Without an impartial impression, all of your hard work could be undone in the blink of an eye.
Step 8: Back to the brief
Before presenting your ideas back to the group or in front of the client make sure you go back to the brief and can justify why your solution can answer it. If you’re presenting in front of a team be sure to jot down any comments they make. It may be hard getting your idea pulled apart, but in the long run it will strengthen your presentation. Be sure to take criticism on the chin, you’ll thank them when the client brings up the same concern and you can instantly put their fears to rest.
*This blog was written by Access' Design Intern Jack Warman, Jack joined us as part of our Access Interns competition*
