The development of idea and concept is the creative process before a product or service is being developed in production. In media production methods can be used to generate ideas and help the creative process along. This study aims to understand this creative process within media production companies. Through semi structured interviews with employees from five different companies I have gathered information about recurrent methods, value- setting factors and general costumer relation. By analysing the responses with support from qualitative processing and analytical induction a hypothesis was compiled about three areas in the creative process within the media production companies. The final hypothesis is that one recurrent, informal, method can be found for generating ideas. The method is informal in the aspect that it lacks structure and is not a referred to method. Four value-setting factors could be found and involvement from the client are in different ways contributing to the creative process. To work with the client rather than for the client is preferable and can save the production companies time and money.