Creative Concept Development

'Sometimes imagination pounces; mostly it sleeps soundly in the corner, purring.' - Terri Guillemets

'Creativity' is perhaps the central value clients are looking for when they select an agency (aside from a low price!) It's one of those intangible things - 'I'll know it when I see it'. And yet it is so vital. It is creativity that will spark an audience's imagination and get them to engage with your message.

Many agencies and clients talk about 'the creative' when what they really mean is the visual interpretation of a creative idea. True creativity is more than the visual execution, it's a single, controlling idea.

Big ideas are hard to come by which is why people spend a lot of time and energy filling up space with 'flannel.' An ex boss of mine was definitely an 'ideas man.'

He would have 6 ideas before breakfast and he was impatient with any proposal document that didn't get to the big idea in short order. But having ideas is not enough. They must be appropriate - ie. they must be the best way of delivering the strategy. And they must be capable of development.

I work with agencies to help them develop creative concepts, often at pitch stage. I can take an idea (sometimes proposed by me, sometimes by someone else in the team) and develop it into a full creative treatment. I work alongside all of the disciplines - 3D and graphic designers, producers,'s a team effort but ultimately someone has to capture the discussion and make sense of it all!

Some of the best concepts are the result of very challenging briefs. Cable & Wireless appointed TBA to launch their new brand internally. in essence, this was about getting staff around the world to engage with the key elements of the brand. This meant devising a set of highly interactive workshops for small groups. Each activity and environment had to be different. But the real challenge was that we only had 20 minutes for each workshop. My first reaction was 'impossible!' but by stripping away the 'flannel' and focusing on a single big idea for each session a compelling and effective experience emerged.