Is Living Creative™ the missing piece of the creative process?

Tina Fascetti
Managing Director/Chief Creative Officer
The Agency Network at MJH Life Sciences

When it comes to developing a creative campaign, you know the drill: Build a great brand brief that’s born from a strong strategy and customer insights; create concepts; then the client and agency select a few and do qualitative and quantitative research to “pick a winner.” Lastly, you execute an omni-channel campaign that delivers on the idea that won in market research.

But…how can you guarantee that the ideas you so carefully narrowed down with your agency for market research will resonate with your customers?

Are you sure the concepts you put into market research are the “right” ideas?

Some might say there was a clear “winner,” but is that because the others didn’t resonate enough with your customers?

Are you even looking for a clear winner or do you need different campaigns that speak to different segments?

The only way you can know for sure is to bring your customers into the creative process during the creative process. This allows your agency to get feedback on which ideas resonate with customers, as well as how to elevate ideas. It also gives you an amazing opportunity to brainstorm with your customers and have a meaningful dialogue about which ideas resound with them to change their behaviors.

The benefits of Living Creative™ are many:

The “right” ideas: Ensures all ideas going into market research resonate with your customers; therefore, you are choosing and elevating the best-of-the-best ideas for market research or perhaps even avoiding the need for extensive market research.

Enhanced engagement: Co-creation encourages customers to engage with your brand on a deeper level. When customers are involved in shaping a campaign, they develop a sense of ownership and pride in the final product, leading to increased engagement.

Authenticity: Co-created campaigns tend to resonate more with customers because they reflect customer preferences and values. Authenticity builds trust and credibility for your brand.

Innovation: Customer insights are a goldmine for innovation. By tapping into the collective wisdom of your customers, your brand can identify unique and creative ideas that might not have surfaced through traditional brainstorming methods.

Cost efficiency: Brands can save time and resources by reducing the need for extensive market research or could even replace qualitative research.

Competitive advantage: Brands that embrace co-creation gain a competitive edge by offering something truly unique and tailored to their audience.

Living Creative™ is a dynamic approach that aligns with the changing landscape of marketing. By including customers in the creative process, brands can tap into their collective intelligence, build genuine connections, and deliver campaigns that resonate deeply with their audience. As businesses continue to prioritize customer-centric strategies, Living Creative™ plays a pivotal role in shaping the future of creative ideation.