In Part 1 we focused on how to enable effective briefing and why it influences every aspect of your campaign, and we explored the value it adds to your marketing operations. We then drew up a quick list of techniques you can follow and items to include in a brief to make it more effective.

In this article, we're taking another step along the path to results-driven creative by taking a look at one major input that has a heavy influence over campaign effectiveness—one that builds on a quality brief to bring you ever closer to marketing success.

Building a Creative Concept

The creative concept helps define the very core of your marketing message. It underpins your campaign content, and encapsulates the major themes to be communicated to your target audience.

It also helps shape the audience's emotive response in line with your brief. And that's extremely important, because in both B2C and B2B marketing channels your target audience is heavily swayed by how your marketing message makes them feel.

A significant percentage of us rely on gut instinct to help us decide between options. And, in many cases, we then rationalize our choices—after the fact.

B2B vs. B2C

Conventional wisdom tells us that business decisions and household purchases spring from different decision making processes. But on closer inspection, it's easy to see that both B2B and B2C purchases stem from a sense of confidence—a feeling that the purchaser is making the right choice.

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image of Cameron Avery

Cameron Avery is the CEO of Elastic Digital, a channel marketing company and creator of the demand generation platform The Grid. Elastic Digital complements The Grid with a full-service creative agency and team of channel marketing experts.

LinkedIn: Cameron Avery