Creative Concepting for Campaigns

The thrilling part about being in an internal or external agency environment is the blank slate. While uncreatives find this part of our jobs intimidating, creatives find this part of the job invigorating and liberating because at this stage in the process, anything goes. We aren’t bogged down by the hierarchy of approval processes. Instead, we can explore the freedom to produce compelling work without restrictions during the exploratory phase.

creativity is contagious

To make creative concepting work effectively, creative teams should not be working in silos. Instead, they should be working in collaboration with one another and in open dialogue. Rather than competing with one another (which seems to be the case with a lot of creatives, we should embrace each others creativity and build off one another.) It’s imperative that to have the most fruitful concepts manifest for a campaign, everyone should be sharing their thoughts and adding to each other’s work. One of the most powerful kinds of working relationships is a great designer who also knows how to write and work with a writer, and in turn, a great writer, who also knows how to work with a designer and visualize art with copy.

One of the dangers of concepting work is not having a well thought-out strategy before diving into conceptual work. That’s why you need copywriters on board in the very beginning of a campaign to steer the project into a specific direction, or in multiple, strategic directions. Remember: Design without copy doesn’t speak for itself and vice versa: copy without design falls flat.

That means while design is taking shape, so is the messaging. The copywriter, designer, and art director should be best friends, working in tandem to make the concepts come to life through storyboards, brainstorming sessions, market research and other avenues. They should be able to speak to every last detail of the ad: the color palette, the type treatment, the headline, the subhead, the image, the product placement, the logo, and the call to action ⎯ all of these elements should be working synergistically to create a masterpiece ad concept. Both the designer and the writer should be able to speak to why the concept works for the campaign and present it with confidence to their creative director, and in turn, the creative director should be able to present a flawless concept to the client who will be impressed by a unique, well-thought out concept for their brand.

How does your agency or internal creative department work together to achieve success?

The 10 habits of highly effective ad creatives

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I really enjoyed this article about daily habits that creatives incorporate into their lives. People always ask me: “Do you ever get writer’s block?” and I tell them “Never.” I always have the opposite problem: there’s too much information flowing around inside my head! Why? Because I expose myself to everything. Anything and every inspires me. When you have a creative mind, you should be open to new ideas, experiences, people, places, situations, even when it’s awkward, embarrassing, uncomfortable, or a bit scary. This habit is my favorite:

3. Consume everything
“I immerse myself completely in knowing everything that’s been done in a genre when I’m working on something, to know where the boundaries are of what has and hasn’t been done,” said Jason Zada, film director. “I consume a lot of things — whether it’s movies, TV shows, articles, just a lot of media — it’s part of knowing what’s fresh or interesting or what hasn’t been done.”


Read More Here:

10 Habits of Highly Effective Creatives



More People Own a Cellphone than a Toothbrush

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Erik Qualman, author of “Socialnomics” has released a new clip filled with fascinating social media stats and how marketers are using this to reach out to consumers. Check it out:

How do you incorporate social media and more importantly, mobile media into your marketing? With more than 50 percent of the population being under 30, its important to understand the technological sophistication of your consumers today.