The importance of creative concepts

Good creative concepts help communicate complex ideas in a way that is impactful and easy to understand. This is where many good strategies fail, as the clean reasoning that led to the strategy itself might be expressed in a way that is too straightforward or too convoluted and that doesn’t take into account the aesthetic and emotional needs of human communication.

With our work on creative concepts, we turn what’s rational into something that can be instinctively picked up by the target audience. A symbol, a word, a sound, or a color can speak volumes as long as the agency and the client hold a shared understanding of the objectives and the strategy.

Linking strategy and creativity

This is why we like to work on strong strategic foundations that help us and our clients make decisions with confidence, knowing exactly why something that looks beautiful or clever is also just right.

Every single piece of communication is reviewed in the light of the brand strategy and tone of voice, in order to make sure that no message goes off the rails.

Creative concepts are not just limited to advertising campaigns: they are vital for a brand’s internal communication, for the creation of a memorable event, and even for the design of a packaging or a BTL material that will truly stand out.

A good creative concept can imbue a brand with meaning, which is why sometimes – as in the case study linked below – the concept takes the form of a long-form narrative, that helps it breathe and become multidimensional.