The brand-creative agency groove is set so deeply that it’s hard to not think about the strategic and ideation process in the same way. 

1. Client assignment brief

2. Strategic brief

3. Brief approval

4. Creative brief

5. Ideation

6. Presentation (v.1)

7. Feedback

8. Presentation (v.2) 

9. Feedback

10. Presentation (v.FINAL)

11. Feedback

And that is all before anything is even considered “in production!” From my experience the fastest I’ve ever seen this happen was 3 weeks. And that was because it was a new business pitch and we were in a full-on nights-and-weekends sprint.

Of course there are massive issues with this process. The first ones are frustrating and point to massive inefficiencies. Too much time, a lot of money, and the potential for mis-briefings, idea fatigue, talent burnout, and more. 

There are also big problems with effectiveness. A brief narrows the range of ideas, numerous rounds between agency and client means multiple ways to miscommunicate, and multiple teams presenting to a few clients means that ideas regress to the mean. The creativity gets sucked out of the process.

When we first started building RYA, we thought we were building AI to make this archaic process a bit more efficient and slightly more effective.

It turns out RYA is regrooving the creative process entirely:

• Do we need the archaic client-agency process? We don’t think so.

• Do we need a small group of people to select and hone only a few ideas? Nope.

• Do we need to wait weeks to start seeing initial thoughts? No, try minutes.

• Do people need to have strictly defined agency and client roles? Definitely not. And neither do machines. 

RYA generates more divergent creative ideas in less time and all based on proprietary audience and creative data that we’ve collected for nearly a decade.

Our vision is that using creative AI to be more efficient and effective doesn’t mean a machine is taking away jobs. It means more time discussing bigger ideas and more money dedicated to making them a reality. We don’t think this regrooving is something to fear - it’ll result in more creativity reaching the perfect audiences, which means better ROI for brands and more work for agencies. 

If you’d like to see what RYA can do for you, sign up for early access here.