Step 6: Creative Execution—Delivering on strategy
Once the strategy is complete, our focus evolves to delivering outstanding creative execution. A brief for the project is developed and our designers, copywriters, public relations practitioners, Web specialists and marketers work collaboratively on the creative concepts. Next, we refine options and put them to the following test:

	•		Is it on strategy and does it fit the positioning?
	•		Is it true?
	•		Is it compelling?
	•		Is it relevant?
	•		Is it believable?
	•		Will it break through the clutter?
	•		Does it reflect the tone and ethos of the company or brand?

We then seek client input before we finalize the creative execution. Clients who work with Ethos are actively involved in their marketing.