In our process, the concept follows the creative brief. By now, it should be fairly clear what direction you could/should go with the client. The concept is probably one of the most important pieces of the puzzle because it actually serves as your compass for the campaign. The direction of a campaign may change, but keeping the core concept intact is vital. Keeping the core concept intact is less about consistency and more about the defining essence of an advertiser.

One good example I can give is a furniture retailer we work with. There are plenty of great things about them: the quality, the selection, even the price would be considered a very strong attribute. But what really separates them is the idea of comfort. All of their furniture is comfortable. It’s not “kind of” comfortable, its all unbelievably comfortable. This is where our concept lives right now. It’s all about comfort. The message style may change, we may even mix up the voice talent a little bit, but the underlying message in everything we do is about comfort.

In the past, we may have been to overconcerned with consistency. (are we using the same voice? is the music the same? are we able to check off all of the things we want to say?) It’s possible that we were not letting the core concept and idea breathe until we really talked through what the furniture is about: comfort. Every conversation we had in the assesment phase somehow got us back to “comfort.” Comfort is our compass.

We’re now getting into the meat of how we effectively communicate this to the consumer. Radio creative is the foundation. The “voice” of the concept is becoming more clear and “comfort” is always front and center. We’re also looking at how to extend out the concept into other areas, especially through digital/interactive. The focus is there, but since we’ve hit on the concept, the sky is the limit on how we tell it to the rest of the world.

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