Information, Inspiration, Incubation, Ideation, Interrogation & Implementation.
In advertising the creative process can often appear to be a little mysterious. This is in part why, once a brief is handed over, the creatives are then placed into (often self-imposed) isolation. From that point on the majority of responsibility is placed onto their shoulders. And sure, as a creative myself, I can attest that a period of time without interruption is certainly required. However, when we break it down into its specific stages, it becomes clear that ideation is only one small part of the overall creative process. As a result it’s possible for us to identify a variety of ways that the 'non-creatives' involved can make valuable contributions.
Brainstorms however, are not one of them.
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