On the surface, the process of developing business communications might seem virtually universal. But it's often the steps between the steps that make the difference between being creative and being both creative and effective in a B2B environment.

To whatever degree is possible and appropriate for a given engagement, we employ a deliberative development process that provides critical check points at every stage:

• Research markets and audiences through primary means such as surveys, polling, and first-hand observation as appropriate, and secondary means such as document searches and data analysis
• Validate assumptions and conclusions with all stakeholders to assure the creative is aligned with the strategy and that all viewpoints are considered
• Test creative options to assure that the creative is on-target with the objectives and to minimize the risk of unintended consequences
• Track the results and return to enable future programs to benefit from the experience and be refined to maximize their effectiveness