ABSTRACT
Research is a crucial part of the ideation process. Always allocate some time for research and inspiration. When possible, spend at least one full day doing research prior to concepting. The social dynamics end up damaging the creative output. Therefore, the ideas generated during group brainstorming sessions often end up narrower and less creative. Start this process by coming up with a series of themes or buckets that Creative Directors can explore. As Creative Directors work their way through this process Creative Directors start to find some good ideas. Most of the time during this phase of the process ideas will just start popping into Creative Directors' head. It might be while Creative Directors' in the shower or when their stuck in traffic. As Creative Directors' team grows, their role will shift from concepting ideas to guiding others in the ideation process.
