We’ve recently been submersed in the world of TV advertising, working on new and inspiring campaigns for retail clients – some of whom we have worked with for many years and others who are new to us.

This has got us thinking about the process you go through to making good TV, particularly at a time when budgets are notoriously tight.

It’s no secret that TV campaigns pose a significant investment for your average marketeer, so getting them right and ensuring agood return on investment is critical.

Our most recent advert to hit the nation’s screens was for Sharps Bedrooms, in which we took a different approach to the category norm with an emotive, storytelling ad that tells the story of three generations of family as they get dressed in their respective bedrooms for a lunch out.This launched in September and so far it has generated a third more appointments than anticipated.

Our journey with Sharps started at the same point as any other campaign – with scrupulous understanding of the brand and audience. This inspired no less than 12 creatively rich ideas that we shared with the Sharps marketing team, before whittling it down to six.

After a tweak here and there, the final six were floated by our (female) target audience, at which point our job is to listen and learn. This is by far themost interesting part of the process, but also the trickiest, as all you have to get a group of women to visualise the end result is your ability to articulate the storyboard, which is simply drawn on a sheet of paper.

Once we have listened to our client, their customers, and added our own insight,then together with the client, we decide on ‘the one’ – the overwhelmingly brilliant TV concept that will ultimately meet and exceed all expectations.

Thewhole process that an agency goes through with a client to make good TV is based on trust. Trust that your initial ideas will not get thrown out at the first hurdle. Trust that when you articulate your ideas to your audience they understand and ‘get’ what you’re trying to achieve. Trust that you have listened to your audience, you know them, and that this investment will engage them better than any other, compelling them to act.

So, if there was a winning formula to creating great TV, I’m confident that trust would be at its core – trust in yourself, trust from your client, trust in your audience.