04 Jun 2019

Decoding Advertising Buzzwords: Ideation

Ideas are at the center of everything.

Big and small, old and new; good and bad. They fuel our decisions, and we live with their consequences.

But the real question is, how do we go about coming up with them?

It’s not an easy process. Generating creative ideas can involve a tremendous amount of obstacles and considerations. Details big and small must be vetted, thoughts must be mapped, and a surprising amount of research comes into play.

Wrap this process up into a package and you get something we like to call ideation.

Put simply, it’s the process of examining all the different ways ideas can come to fruition. From approaches to avenues of communication, every detail is examined.

Just like any other ad agency, we’re guilty of not always giving this process the credence it deserves.

Too often, work comes in last minute. Deadlines sneak up on you. Communication falls through. However, there is no doubt that the best work is work that was thoroughly examined, looked at from every angle, and agreed upon by all parties.

While not every project can be given five months of research, everybody has time for a five minute conversation.

In order to ensure that your client will be on the same page as you, you need to remember a few things:

  1. Your clients and coworkers might not be experts on the ins-and-outs of copywriting, design, and much of the aspects of work that will come into play in whatever project your firm is taking on.
  2. You might be in love with your first idea, but it’s important not to get too attached.
  3. It’s important to explain your thinking, i.e., why is this a good idea?

So, what are you waiting for?

Put on your thinking cap, get to work, and come up with the next big idea.


I’m Sophie Mann, and I work at encite branding + marketing + creative as Vice President of Strategy. My job entails a continuous study of business, marketing, data and culture, all in the name of driving strategy forward. I’m passionate about helping brands resonate more strongly with their consumers and communicate with their ideal clients. I’m also a proud graduate of the University of Kansas - Rock Chalk!