What do we actually mean by ‘concept’ in agency speak? Well simply put it’s the big creative idea that turns a strategic message into something people notice, feel and remember.
The most effective concepts say one thing, brilliantly: rooted in insight, distinctive to the brand, emotionally engaging and creatively powerful, they should create an ownable territory for your brand or product.
Whilst we interrogate our thinking deeply, it’s always done with the consumer in mind, whoever the audience is one thing is true, we are communicating with a person. And whilst their agendas and needs change, human emotions don’t. Tap into those and you stand a fighting chance of creating a real connection.
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