Creative ideas and messages

What sources did I study?


How do advertising agencies form new ideas?


The creative process consists of 5 steps:

  1. Preparation – trying to absorb as much information as possible.
  2. Incubation – where all the information you gathered goes back.
  3. Insight – having the ‘’Eureka’’ moment, really important part of the process. These moments happen the most when you’re doing a low-level physical activity like, driving the car or going for a shower. This is because you sub consciousness in the previous stages is bubbling away and this insight stage allows the brain to work on something else.
  4. Evaluation – This requires self-criticism and reflection. There’s only a limited time to do certain things.
  5. Elaboration – the stage where you actually do the work. Testing the idea, working on the idea, etc.



Creative processes

Ideation is the creative process of generating, developing and communicating new ideas, where an idea is understood as a basic element of thought that can be either visual, concrete of abstract. Ideation comprises all stages of a thought cycle, from innovation, to development, to actualization.

The book Ideation: The Birth and Death of Ideas (Graham and Bachmann, 2004) proposes the following methods of innovation:

  • Problem solution
  • Derivative idea – involves taking something that already exists and changing it
  • Symbiotic idea – When multiple ideas are combined, using different elements to make a whole
  • Revolutionary idea – breaks away from traditional thoughts and creates a brand new perspective.
  • Serendipitous discovery – are ideas which have been coincidentally developed without the intention of the inventor
  • Targeted innovation – accomplished by intensive research to have a distinct and almost expected resolution
  • Artistic innovation – holds no constraints
  • Philosophical idea
  • Computer-assisted discovery


6 creative ways to brainstorm ideas

  • Mind mapping
  • Right braining, by doodling to a certain topic
  • Provocative actions, by changing your physical surrounding
  • Break and build
  • Pessimist vs. optimist
  • Randomness


What are the challenges while forming new ideas?

  • Creativity is a choice and requires effort and patience.
  • Fear



  • Believe in yourself and your abilities.


Creative planning process

The creative process consists of six working phases, inspiration, clarification, distillation, perspiration, evaluation, and incubation.

A process for creative planning

  • Set goals
  • Brainstorm
  • Focus
  • Expand
  • Plan

See the process as an hourglass. Begin with many goals and ideas and narrow to one idea. As last, expand it to a plan.


Young's creative process


Graham Wallas’s creative process

Graham Walles's creative porcess


Understanding the customers

  • Who are your customers? ( demographics and psychographics for building customer profiles)
  • What do customers care about? When you have this information, you can create more content that attracts this specific type of customer.
  • How do customers perceive your business?
  • What content types do they like?
  • What is the user journey?



Impact of the messages



Appealing messages 

Impact me 1

Impact me 2

Right message



Messages which are understood differently than the company’s meaning

Message misunderstood




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