A creative concept is the top “Big Idea” for a brand. It is a set of values and a clear tone that can be used in all campaigns, communication channels and audiences. Successful creative concepts are peculiar and memorable and make the brand stand out. Creative concepts should be based on the communication strategy.
Today, we produce many different pieces of content, most likely across different plattforms. The key is that all of them should be tied to the experiences your creative concept calls for.
The creative concept helps define the very core of your campaign message. It gives you the tools to identify an idea that ties the whole campaign together.
During the creation prosess you can test which benefit is most appealing to the audience and see how the campaign will function across multiple media channels. In this way, you will be able to reach the audience more effectively by finding ‘big ideas’ that resonate with them.