1: Decide on the concept/product/service/experience and the brand name, design, visual identity

2: Examine the target audience, media planning issues, market/brand positioning, competitive issues, behavioural/attitudinal issues

3: Decide on the advertising strategy and write the creative brief

4: Develop creative ideas- appeals, script(s), straplines, slogans, storyboards, music tracks…

5: Creative production (filming)

6: Editing, writing the rationale

7: Submission, initial feedback