Agency Creative and Production Process

Phase 1: Project Start-up

A. Reconnaissance: meet clients, discuss goals/aims of project, audiences, budget parameters and
requirements.
B. Report: AE prepares a summary of the meeting for client sign-off
1. Open job.
2. Present initial creative/account planning “brief” to agency team.

Phase 2: Account/Strategic Planning

A. Based on the brief, account planners determine what (if any) research will be needed.
1. Develop and estimate research proposal.
2. Request client approval of research proposal.
B. Conduct research, which may include, customer demographics; customer exit surveys; focus groups;
distributor surveys; hard data research; industry research; competitor research, and other potential
research options.
C. Complete and analyze research.
1. Present research summary to AE and creative team with recommendations.
2. Discuss and determine creative direction.
D. AE presents creative direction to client for approval and sign-off.

Phase 3: Concept Design

A. Creative team begins concepting. (Request enough time to increase a perception of value.)
B. Creatives, AE and planners meet to review concepts; best idea is selected for discussion with client.
C. Client and AE meet to review concept.
D. Client approves moving forward with concept.
E. Creatives develop and refine concept.
1. Prepare concept layout for full client presentation.
2. Write copy.
3. Prepare production estimate.
F. AE meets with Client to gain approval for production.

Phase 4: Agency Production

A. Revise copy/layout per client.

B. Production artists execute final production layout.
C. Schedule and execute photography, illustration, other outside services.
D. Create Internal image files; retouching, color management, formatting, etc.
E. Submit finished layout for proofing.
F. Complete final in-house proofing.
G. Client signs-off for outside production.
H. Prepare final pre-press files for released to selected vendor(s).

Phase 5: Outside Production

1. Vendor begins final production; proof is generated.

2. Agency approves proof for release to client.
3. Client signs off on proof.
4. Agency approves proof and returns to vendor.
5. Agency/client attends final press proof.
6. Deliver completed job.
7. Agency reviews job; surveys client for satisfaction