If there’s one thing we’ve learned in our nearly 10 years of working with advertisers, it’s that producing great advertising clearly isn’t easy. It requires rigorous thinking, excellent project management and genuine creativity. And it can be highly stressful because a poor outcome means a lot of time and money has been wasted, and the reputation of those involved has been damaged.
The good news is that you can achieve great results when you listen to your customers early and often.
Using consumer feedback to validate and optimize what you’re doing at each stage ensures that all your time, money and emotional energy is only spent on ideas with genuine potential.
In our work with thousands of advertisers over the years, we’ve spent our time digging into what works for them, what gets in the way and the kinds of consumer feedback they find useful at different stages. And we regularly meet with a group of experts from some of the world’s leading advertisers (our ‘Insights Alliance’) to discuss the issues of the day. We pulled together everything we’ve learned about advertising development in this guide.
While every brand’s circumstances are different, we have identified the typical process involving seven steps. Read on for our tips on how to navigate each step effectively and when to incorporate human insight to develop your best ads.