How many concepts?
How many concepts?
Out of context: Reply #27
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- Continuity0
Case-by-case, media-by-media basis, to be dead honest.
The quality of the brief will dictate things a lot. If all of the key info is there — current situation, target/objective, insights, target group, key message, et cetera — are there, then it's usually enough to show one, maximum two ideas.
Usually.
I've got a couple of clients I've got to know pretty well, know what they like and — most importantly — know what they don't like, so I only ever go to them with one idea, well thought-out and articulated.
But, that's for web. Doing ideas for film/TV spots is a completely different animal, I've discovered, and it's usually a very good idea indeed to come in with three or even four ideas and treatments.
- Your client's trust in you counts for a lot, too. If they trust you and your thinking, you can get away with one idea/concept.Continuity