Info I have had the very good fortune to be part of making a lot of amazing and effective integrated marketing communication, from start to finish. I love to be part of the process, from either side.
My plan is to continue to lead and/or participate in, this process with other like-minded people.
The creative process starts, ideally, with a product or service, some unique benefit, and a really great insight about a target and why they’d want to buy it or use it, a millions of dollars to spend on the media.
Blah blah blah. Very few brands are in this ideal situation.
If you don't have any of those then you need to find something that's true. The strategy is the foundation. Bad strategy makes.