Section 3: Articulating the creative idea

Now that your brief is set in place, we'll move onto the third step of the framework.

1. Define the business objective, insight and the marketing job to be done.

2. Write a compelling and inspiring creative brief

3. Evaluate concepts and articulate the creative idea

4. Develop a production plan for your campaign

Building & evaluating concepts

First things first, spend some time to brainstorm different concepts that can bring your vision to life by conveying your message to the users.

Make a list. Once you’ve got a few concepts ready, it’s time to evaluate them using the ABC framework. This will help you filter out the ones that have the most potential to drive impact and become memorable.

Parameter	What it means
A: Attention	Will it cut through the clutter and grab attention?
B: Branded 'at heart'	Is it branded 'at heart?' Well branded isn't equal to how big your logo appears, it's about how core to the story your brand is.
C: Communicate the main point	Does the main point land clearly? Will the audience understand it in one go?

Articulate the creative idea

By now you probably have your favourites in place, and you'd want to rush into scripting and execution. Pause. Take some time to really crack the heart of the campaign, i.e. the Creative Idea.

Creative Idea is the device that dramatises or exaggerates the main point in your brief to the audience.

Put together the creative idea for your campaign using the framework:

The framework	Explanation
What is it?	The shorthand of the idea
What does it mean?	The long hand explanation
How is it saying it?	The unique construct that's been used to get the idea across.

Once your creative idea is in place, it becomes the backbone and makes multiple executions possible, irrespective of the format. It serves as the anchor guiding everyone towards the final goal.

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