All too often in our business, an agency will recommend one creative solution to a client, triumphantly announcing, “Here it is.” Equally common is the client who discards a promising new approach because “We already know what works.”
What’s missing is a systematic approach to creative selection that assures the greatest degree of objectivity as well as effective collaboration between agency and client.
Introducing the Creative Continuum. Developed by Customer Growth, the Creative Continuum offers a unique approach to creative development and testing, providing an organized way to evaluate creative thoughts from one end of the communications spectrum to the other. The Continuum’s visual representation of ideas enables clients to see an evolution of thought, rather than individual ideas presented in a vacuum.
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