The creative department is where advertisements are conceived, developed, and produced. Artists, writers, and producers work together to craft a message that meets agency and client objectives.
A creative concept is an overarching “Big Idea” that captures audience interest, influences their emotional response and inspires them to take action. It is a unifying theme that can be used across all campaign messages, calls to action, communication channels and audiences.
A creative strategy is generally the result of a team composed of one or more copywriters, an art director and a creative director. In addition, the creative strategy generally explains how the advertising campaign will meet the advertising objectives of the business.