Unfortunately, the days of award winning ideas being scrawled on wine stained napkins over long lunches are well and truly over. Consigned to the hazy, day-glow memories of the '80s.
In the naughties, developing concepts for design, online and advertising communications is a tightly controlled process.
This is a good thing. Not for the people who love wine soaked lunches, but for us and our clients.
Developing concepts according to a clear strategic plan creates a more collaborative process between us and the client. It also means the advertising is more accountable because each concept can be tested against the original strategy.
Once the Communication Strategy and Creative Brief are written and signed off, then we have some fun. Because developing ideas should include some fun, some free thinking and exploring how the people you want to reach really feel about the products and services you want to sell them.
We like a bit of fun.
And, when the work's done, we don't mind a long, wine soaked lunch either.