A creative concept is driven by the marketing strategy and plan. It is the first stage in the creative process, ahead of getting into channel and media-specific applications. So, the creative concept is a big idea – both visual and words – which once agreed forms the basis for anything from advertising, to a website, or brochure design.
Often we’ll present a number of creative concepts. For us it’s about embracing all ideas and exploring a wide range of possibilities using our client and industry insight, whilst exploring textures, colours, shapes and themes – but always keeping the brand values, marketing strategy and plan firmly in mind.