“Creative” and “Process.” Like Kanye and Kim, they make for a peculiar pair. Something looks a little off that challenges our brains to understand their union.
Individually—sure, we get it. We totally get it. One is undeniable talent and unpredictable irrationality with strokes of brilliance; yet divisive and peculiar with a fine line between danger and euphoria. The other is the striking result of DNA, time, and systemic, gravity-defying molecules coerced with chemicals and ennui encased in yoga pants.
Standing side by side, arm in arm, it looks and feels like an oxymoron; but somehow, it works.
Creativity is a process. Things don’t just happen out of thin air.
Well, at least not smart things. And certainly not consistently.
Clever ideas, funny concepts, and even random, senseless one-liners…they easily come and go like tweets from the oval office. However, producing smart ideas (and truly good creative) is a process. It’s a sequence of connecting information to action and filling in the gaps along the way. It’s a science of taking the objective and making it subjective…or at least, getting as close as possible (and on time and on budget, no less).
Unlike traditional science, there is no definite correct solution. There is no absolute zero. So the ingredients must include intuition. All the research and quantifiable data can’t do what intuition does, so that’s why it’s important to nurture and cultivate it. The ultimate combo is to get the data and intuition to work together. That’s where the lightning strikes, and that’s where we go chasing after it.
Everyone values good creative, but the difference is valuing the process of what it takes to get there.
At Americom Marketing, we believe in the creative process. We believe in putting in the work to get the best results. We’ve put measures in place to start with a solid foundation, inspire and influence, fuel the fire, and allow for inevitable change along the way while still hitting the targets. It’s not an outright formula, but in our 18 years of business we’ve crafted our creative process into a model that works:
It’s hard work. Again, there’s no secret equation or scientific formula to produce good creative. But at Americom Marketing, we do our best to feed and improve this process. It puts us in position to do our best work over and over again.
Such an odd pair, it’s like an arranged marriage. One’s a wild card with talent. One’s a model.
But together? A loud, proud, unmistakable power couple.
Lance LaRue, Creative Director | Americom Marketing