Unlike the famous myth detailing the origins of the theory
of gravity (the infamous apple bouncing off Sir Isaac Newton’s noggin) great ideas simply don’t fall
from trees. Advertising guru Alex Osborn of BBDO originated the concept of brainstorming as a group technique.
In essence, he theorized that advertising agency creatives could double their output by generating a larger number
of ideas as a team.
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Today, brainstorming
also refers to creative process, strategy and concept. Clients and colleagues often think of “brainstorming”
as giving imagination free reign in order to propel creativity to new heights. However the term is defined,
steven august papa | creative believes the goal of brainstorming is
to generate winning ideas that persuade readers, listeners and viewers to choose our client’s products and services.
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Therefore, before beginning the brainstorming
process, it is in our team’s best interest to enter into a discovery phase of client objectives, research and strategy.
By immersing ourselves in their branding, communications, competition, culture and marketing data, we can confidently
move forward in creating and developing persuasive approaches, concepts and treatments.
