AMARI MELIA

Improving Creative Agency Relationships Through Service Design

CONTEXT

What is the definition of a creative agency? A creative agency is a marketing services company that offers branding, design, marketing, advertising, PR and other digital marketing services for businesses big and small.

INTRODUCTION

This project is focused on how to improve a creative agency through the lens of service design.

A creative agency is a solution-driven service that provides vision, design, imagery, events, voice, campaigns, and more for brands. They can be hired as a permanent/account manager or on a consultancy basis. They are a creative partner that will help a brand tell its story.

SYNTHESIS AND AFFINITIZATION

PERSONAS

HOW AGENCIES CAN IMPROVE

Our secondary research found that there was a disconnect surrounding the definition of creativity and in modern times. It also revealed that virtual tools and data measures are not always being used effectively cloud the voice of the creative agency industry.

There is an opportunity to create a solution in a direct-to-consumer way that engages the agency, client, and consumer to bridge the communication gap.

Based on our research so far from mostly the creative agency side, we have found that there is an opportunity to bring the genuine connection back into the model. Nature and human connection seem to be common themes revealed in both primary and secondary research, reaffirming our initial suspicions. The opportunity to bring the connection back into a creative agency can be done in many ways which we are needing to still explore further in a deep dive.

Final Prototype

During our final prototype phase, we brought everything together to form a toolkit to educate, shift, and inform the creative agency model.