Creative campaign concept development strategy

Develop breakthrough creative campaigns using systematic ideation process. Research phase: 1. Audience insights: demographics, psychographics, media consumption habits. 2. Competitive landscape: existing campaigns, white space opportunities. 3. Cultural context: trends, zeitgeist, relevant cultural moments. Concept development: 1. Big Idea generation: single-minded proposition that drives all executions. 2. Creative territories exploration: 3-5 distinct strategic directions. 3. Execution possibilities: how idea translates across touchpoints (TV, digital, OOH, social). Evaluation criteria: 1. Strategic fit: aligns with brand objectives and target audience. 2. Breakthrough potential: cuts through clutter, memorable. 3. Scalability: works across multiple media channels. 4. Executability: realistic within budget and timeline constraints. Presentation format: concept boards with key visual, headline, rationale, media applications. Testing: focus groups, online surveys, A/B testing for digital elements.