Creation

During the creative process, especially when it comes to individual messages per channel, constant collaboration between strategic planning and creation is essential. Holistic communication design and campaigns can only be created through feedback and joint optimisation. This is also immensely important because, as Matisse emphasised at the beginning of this article, inspiration comes while you

No doubt, AI is a welcome addition to traditional tools for designs, mood boards and pre-production. It is faster and then, as we all know, time is money. Like with research and writing, however, AI can only provide important components or basic texts. Final processing still takes place in the human brain, through the individual

In its second function, a media plan is also a design plan. It should therefore be structured in the same way as the media booking itself, with cross-references: a kind of design map, including route planning. Another positive side effect is that collaboration between designers and planners runs ten times more smoothly when both parties

Analysis and strategic planning result in a profile describing all important cultural, aesthetic and media aspects. These are the core elements of creation and determine the communication design of a brand and the tonality of the entire campaign.