Creative intelligence as it relates to the creative process

The creative process is constantly evolving. From the beginning of my career in the ’70s to today, it has kept up with — or kept ahead of — the ever-changing world we live in. But one aspect has proven to be steadfast over time: creative intelligence. It’s the most important part of the process.

When we apply creative intelligence to a marketing communication challenge, we start with research, strategy and planning. That has proven to be a solid foundation, and on it we build innovative and powerful ideas. We have an array of communication mediums that I couldn’t have imagined 40 years ago. Traditional print, TV and radio have made room for the web, social media and mobile. But the basics of successful communication haven’t changed. We use creative intelligence in everything we do, to identify, reach and engage our audiences.

With the new media, marketing communication has become more personalized. We take everything we learn about the audience or market and devise a targeted strategy to make our solutions more accurate and specific. No matter how large or small the assignment, we harness the power of creative intelligence to ensure measurable results. These days, it’s the only way we work.