Spontaneity and Process - Karl Elliott of FitchLIVE argues that the core business activity of a profitable design agency is convincing clients to invest in designing a new product, retail outlet or brand identity

Perhaps you think you are too creative for process? Perhaps you think spontaneity rules? Are you a design buyer looking for answers and freak at the mention of the P-word?

Process: there, you’ve read it. Process. Oops, done it again. Go on, it can’t hurt.

Process; see, it can surprise you! If you are at all put off by the do-good taste that the P-word leaves in the mouth, think again.

As an experiential communications agency, how do you sell time? Convincing a client to part with money to design a new product, retail outlet or brand identity is, arguably, the core business activity of many a profitable design agency. It is done with words, sketches, artwork, models and film. In fact, a whole range of media is available. Convincing a client to do the same for a period of time, an experience requires an additional and unique medium: belief.

This is the challenge for experiential communications.

“It’ll be fine… it’ll be alright on the night… it will all come together… believe us.” This might be called trust by some people when dealing with their long-term clients. But in order to beat the competition, fresh territory has to be constantly conquered where previously no track record exists. Reassuring phrases just won’t cut it. Of course you need spontaneity, a creative answer, but you also need a plan; you need deadlines, deliverables, checks and measures.

You need a process.

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