Loading ...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. (more…)
The 7 Cs - #2 - Concept
May 26th, 2008 · No Comments
The 7 Cs - The Creative Brief
May 13th, 2008 · 1 Comment
Lately, we’ve been evangelizing the idea of the 7 Cs of radio creative: creative brief, concept, copywriting, collect/correct, casting, coaching, cut/correct. We’re finding that, by going through this process, even if its done quickly, we can get better creative developed. Today, we look at the creative brief. (more…)
