CONCEPT DEVELOPMENT

An important part of the creative advertising process is concept development. This is when we sit around dreaming up "cool" ways to make an idea work. Coffee helps. We have something specifc we need to communicate and only a billion ways to communicate it. Selecting the RIGHT way is part art, part science, and a big part luck. Sometimes you just stumble upon a kick ass idea out of no where. Other times you agonize for days and wind up right back at the drawing board.

I've found that most clients, and a lot of account people for that matter, can't appreciate the time required for solid concept development. They often dismiss it in schedules by saying, "You guys are the experts, I'm sure you'll come up with something." And we always do. It's just not always that great. A little art, a little science, but no luck. You can't rush a good idea - you just have to give it time to grow.

Here's a link to some of the coolest ads you've never seen. Links like this one almost make you forget that most ads completely suck.

As creative director, I'd hire some of this talent on the spot. Fine concepts well executed.