“Creative” is one of those terms that means so many things. In advertising it’s not just an adjective. It’s a process. It’s a person. It’s a script or a concept on paper.
 
At Western Creative, “creative” is much more. It is a huge process that begins with a thorough investigation of a client’s product or service, the competition and the buyer, and how they fit into the overall market.
 
Then the process becomes complicated. Ideas grow into more ideas which grow into more and more ideas. It can be dizzying. This is followed by the dissection of those ideas, to identify which ones fit best. Concepts are written up and then deconstructed.
 
Ideas get short treatments and some get scripts. Scripts get reviewed by clients until, eventually, there’s a standout concept that gets made into a commercial or a print ad. Then the creative team works with production and sees the concept through to a finished product.
 
Sound complicated?  
 
If it was easy everyone would do it.