What is a concept? It’s your brand story brought to life through key images and phrases that reflect your company's Brand Platform and unique advantages. Your concept will never been seen directly by consumers, but it will inform your advertising. Before you create the final advertisement, it's necessary to test the core concept to ensure that your visual and verbal message will resonate with your prime target.
We create concepts through two ways: creating it ourselves and testing the concept through qualitative and/or quantitative research, or working with a company’s prime targets to create it together. These methods can be used together or separately. We then refine the concept, test it in the mass market, and finally bring it to the creative side, creating a story for your company that aligns with your prime target’s Fundamental Human Values.