Creative: Best Practices Between a Catalog Company and Its Creative Agency

1. Creative Process

It’s important to have a creative process that both parties agree to, and then follow it. Catalog marketing is a broad process that can be broken into sub-processes covering creative, marketing, circulation, merchandising, fulfillment and more. A process is a system that takes into account technological changes, approvals and alterations, and then assigns responsibility for those duties. Mutual respect and improved working relationships start with both teams, the cataloger and the agency, agreeing to and following a process.