Once the strategy and creative brief

With a strong brief, the agency knows Gen Z values convenience, digital engagement, and experiences. So the campaign might focus on mobile ordering, influencer collaborations, and interactive pop-up stores.

An effective creative brief usually has the following structure:

• Campaign objective: What problem are we solving? What action do we want the audience to take?
• Target audience: Who are we talking to? What do they care about?
• Key message: What is the one thing we want people to remember?
• Creative accurate mobile phone number list direction: What is the desired tone, style, and visual approach?
• Deliverables and channels: Where and how will the campaign appear (TV, digital, OOH, social media, and so on)?
• KPIs and measurement: How will we measure success? (For example, sales, engagement, brand awareness, and so on.)

Example

Nike’s “Just Do It:”

• Objective: Inspire people of all fitness levels to feel like athletes
• Target audience: Everyday people, not just professionals
• Key message: If you have a body, you’re an athlete
• Creative direction: Motivational, empowering, visually striking
• Channels: TV ads, print, digital campaigns, influencer partnerships
• Measurement: Sales growth, brand affinity, social engagement

Once the strategy and creative brief are locked in, the next step is developing the creative concept. This is the core idea that will bring the creative brief, and ultimately the campaign, to life.

A strong concept gives structure to an idea, shaping it into a clear, focused, and compelling direction for a campaign. It ensures that creativity isn’t random but purposeful. Also, it guides the campaign execution enabling career progression and growth while keeping the brand’s identity and business objectives intact.

You can think of the creative concept as the bridge between campaign strategy and execution. It translates the creative brief into a memorable, engaging story. And it should be simple enough to be understood in one sentence.

Example

Burger King’s “Whopper Detour”

• Creative brief goal: Drive mobile app downloads.
• Creative concept: “Get a Whopper for 1¢… if you order it near a McDonald’s.”

Why did this campaign work? On the one hand, it was very creative. On the other hand, it was also strategically aligned with Burger King’s goal. It was creativity with purpose!

The creative concept often stems from a ‘Big Idea’:

• The Big Idea is the overarching creative vision that defines the campaign’s theme and direction.
• The creative concept is the storytelling angle, style, or unique approach that brings the Big Idea to life in whatsApp filter a compelling way.

Example

Apple’s “Shot on iPhone”

• Big Idea: Your phone is powerful enough to capture pro-level moments.
• Creative concept: Real user-generated content proves the iPhone’s camera quality, making the campaign authentic and organic.