Personally I have a tried and tested process that works for most of the clients I have worked with over the last few years as well as a ‘strategic tool’ which I’m in the process of trademarking to be able to call it proprietary and to use it as a selling tool. The process at most agencies is pretty similar although some will focus more on the analytical side whereas others will focus more on the visual ‘creative’ side.
My process is roughly 50/50 in the middle of the two approaches that is heavy on the analytics/research/consumer insight up front but then looks to translate that into creative platforms and brand narratives that bring the thinking to life visually. \
For me, the process itself has to be pretty solid but with a degree of flex so that it can be tailored depending on the project. As long as the end result is build on solid consumer insight then it will be a success.