Creativity can bring a sense of newness and originality to advertising. It creates meaning behind a brand that goes beyond the features and capabilities of the products it sells. It also distinguishes brand leaders in any given industry.
A creative concept is typically developed by a creative team made up of different employees of the agency. This concept serves as the core or foundation for the ad campaign.
It is the theme or message that runs through the narrative of the ad or a series of ads. The creative concept ties the different elements, characters, or scenarios in these ads, helping convey a powerful and memorable message that provokes the desired response or action from the intended audience.
Common elements of a creative concept include drama, humour, slice of life, romance, and more, depending on what the creative team is trying to convey to audiences.
Creativity in advertising can sometimes make way for tension between advertising professionals, or between professionals and their client company, as creative differences may arise and novel ideas inhibited for the sake of profitability.
That’s why it’s important to work with a creative agency whose ideas jive with yours. They must know how to communicate your brand as you understand it and they must know how to stay on message when developing the creative concept for your campaign.