After listening carefully to clients, we engage in a series of sessions involving unadulterated concepting, dreaming, and blue-sky thinking with the goal of creating a number of “big ideas” containing high RBV, or right-brain value. In our book, a “big idea” is one containing a wow factor that is deemed market-worthy which effectively solves your business problem.

We then assess an idea on its LBV or left-brain value, applying a no-nonsense, analytical, bottom-line, business kind of thinking to all concepts, thoroughly testing their market-worthy-ness and wow factor in all respects.

Ideas that have survived to this point are assessed one last time for both their market-worthy-ness or LBV (left-brain value) and existing wow factor or RBV (right-brain value). Ideas NOT containing both are read their rights and buried accordingly. :(

We share a summary of the entire creative process, including ideas recommended by 2MC, as well as ideas we’ve killed along the way. The client is then invited to share thoughts or insights as to the possibility of reviving ideas presented, kill ideas they aren’t feeling, and/or select ideas they’d like to move forward with. Production begins upon final approval from the client.

It comes down to one word…empathy.

As we’ve worked on both client and agency sides of marketing/advertising for nearly two decades, we’ve witnessed the best and worst of both. We’ve seen agencies bully clients into making work that doesn’t solve their problem, and we’ve BEEN the client under pressure to perform while agency partners seem to have their heads in the clouds, totally disconnected from our business.

So when we founded 2 MINDS CREATIVE it was out of a desire to improve both biz and creative outcomes by giving equal weight to voices on both sides. Because at the end of the day, we all want the same thing…to crush biz objectives with breakthrough work that’s under budget, while enjoying the process and the people we’re working alongside every step of the way.

Right?