The Creative Path Planner: The translation from a briefing into strategy is essential for a campaign. Thanks to the Creative Path Planner you will get more insight in the process.

The Creative Path Planner is a unique method of working developed by Doom&Dickson. It is a phase in the creative process, which helps to make better choices. In this document we describe 5 to 8 creative directions, including clear examples. Coming from one positioning statement, there are so many different creative directions you can choose from. Sometimes that even surprises us. We have learned that the best way to make a campaign is to really look at all those possibilities and see what the pros and cons are for each possible direction. After that, it is possible to make a well-founded choice and get on to the next stage: concept development.

The Creative Path Planner is the most effective way to a creative campaign.