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How can you balance stakeholder needs and preferences in concept generation?

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Concept generation is a crucial stage in any advertising campaign, where you explore and develop creative ideas that will resonate with your target audience and achieve your marketing objectives. However, concept generation is not a solo act. You have to collaborate with various stakeholders, such as clients, colleagues, managers, and consumers, who may have different needs and preferences. How can you balance these diverse and sometimes conflicting expectations and still produce original and effective concepts? Here are some tips to help you navigate this challenge.

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Syed Ali

40 X ?? LinkedIn Top Voice | UNEP -GPML Member | Environmentalist | Carbon Management Consultant | Climate Solutions…
José Guilherme Pandolfi

Growth marketing | Martech | Meta Ads & Google Ads | SEO | Front-end dev | SQL | DIO Campus Expert
Dhananjai Madaan

LinkedIn Top Voice: Advertising & E-commerce??Cross-Border | Growth Management | Marketing | Business Operations |…

1 Understand the brief

The first step in concept generation is to understand the creative brief, which is a document that outlines the goals, objectives, target audience, message, tone, and deliverables of the campaign. The brief should be clear, concise, and consistent, and provide enough guidance and direction for you to start generating ideas. However, sometimes the brief may be vague, incomplete, or contradictory, which can lead to confusion and frustration. To avoid this, you should ask questions, clarify doubts, and confirm assumptions with the client or the account manager before you start brainstorming. You should also review the brief with your team and make sure everyone is on the same page and agrees on the scope and criteria of the project.

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Syed Ali

40 X ?? LinkedIn Top Voice | UNEP -GPML Member | Environmentalist | Carbon Management Consultant | Climate Solutions Specialist | Globetrotter | Content Creator | Storyteller | Author | Humanist | Mentor | Buddy
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Start by conducting thorough research to understand each stakeholder group's priorities, goals, and constraints. Utilize techniques like surveys, interviews, & focus groups to gather insights. Next, prioritize requirements based on their importance and feasibility. Employ collaborative ideation sessions to generate concepts, ensuring representation from all stakeholders. Facilitate open communication and encourage diverse perspectives to foster creativity. Continuously iterate & refine concepts based on feedback, keeping stakeholders engaged throughout the process. Finally, employ tools like decision matrices or weighted scoring to objectively evaluate and select the most suitable concepts that align with stakeholders' needs & preferences.

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José Guilherme Pandolfi

Growth marketing | Martech | Meta Ads & Google Ads | SEO | Front-end dev | SQL | DIO Campus Expert
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Para equilibrar as necessidades das partes interessadas na gera??o de conceitos de marketing, é essencial compreender o briefing criativo. Este resumo define metas, público-alvo e mensagem da campanha. é importante esclarecer dúvidas com o cliente e revisar o briefing com a equipe para garantir alinhamento e evitar conflitos.

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Dhananjai Madaan

LinkedIn Top Voice: Advertising & E-commerce??Cross-Border | Growth Management | Marketing | Business Operations | Merchandising | P&L | Brand Development | Account Management
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Understand the Brief: The creative brief outlines goals, audience, message, and deliverables. Ask Questions: Clarify any vague or incomplete points with the client or account manager. Review with Team: Ensure everyone agrees on the project's scope and criteria.

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Troy Benson

Head of Creative, Principal | Creative Direction, Marketing Communications
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The brief is entirely the most important devise. It’s imperative that all stakeholders use it as a way to eradicate ambiguity, navigate and manage conflicting directives and reaffirm KPIs. It’s really important to refresh the agency team on the big picture client objectives so that all creative endeavors can ladder back to those missions.

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2 Involve the stakeholders

The second step in concept generation is to involve the stakeholders in the process, either directly or indirectly. This means that you should seek feedback, input, and approval from the client, the account manager, your creative director, and your peers at different stages of the project. You should also conduct research, surveys, interviews, or focus groups with the target audience to understand their needs, preferences, and motivations. By involving the stakeholders, you can ensure that your concepts are aligned with their expectations, relevant to their context, and responsive to their feedback. You can also avoid surprises, misunderstandings, and revisions later on.

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Dhananjai Madaan

LinkedIn Top Voice: Advertising & E-commerce??Cross-Border | Growth Management | Marketing | Business Operations | Merchandising | P&L | Brand Development | Account Management
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Involve Stakeholders: Seek feedback, input, and approval from clients, account managers, creative directors, and peers. Conduct Research: Research target audience needs, preferences, and motivations through surveys, interviews, or focus groups. Alignment with Expectations: Ensure concepts align with stakeholders' expectations. Relevance to Context: Make concepts relevant to stakeholders' context. Responsive to Feedback: Be responsive to stakeholder feedback to avoid surprises and revisions later on.

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José Guilherme Pandolfi

Growth marketing | Martech | Meta Ads & Google Ads | SEO | Front-end dev | SQL | DIO Campus Expert
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Para gerar conceitos de marketing eficazes, é crucial envolver as partes interessadas desde o início. Isso implica buscar feedback e aprova??o dos clientes, gerentes de conta e diretores criativos, além de realizar pesquisas com o público-alvo para entender suas necessidades. Esse envolvimento garante que os conceitos estejam alinhados com as expectativas, evitando surpresas e revis?es tardias.

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3 Be flexible and adaptable

The third step in concept generation is to be flexible and adaptable to the changing needs and preferences of the stakeholders. This means that you should be open to new ideas, suggestions, and criticisms, and be willing to modify, refine, or discard your concepts accordingly. You should also be prepared to face challenges, obstacles, and constraints that may arise during the project, such as budget cuts, timeline changes, or market shifts. You should be able to adapt your concepts to different formats, platforms, and media, and ensure that they are consistent and coherent across all channels.

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José Guilherme Pandolfi

Growth marketing | Martech | Meta Ads & Google Ads | SEO | Front-end dev | SQL | DIO Campus Expert
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Na gera??o de conceitos de marketing, é essencial ser flexível e adaptável às necessidades em constante mudan?a das partes interessadas. Isso implica estar aberto a novas ideias, prontid?o para modificar, refinar ou descartar conceitos conforme necessário, e preparado para enfrentar desafios como cortes de or?amento e mudan?as de mercado. Além disso, é crucial adaptar os conceitos a diferentes formatos, plataformas e mídias, garantindo consistência em todos os canais de comunica??o. Essa flexibilidade permite uma resposta eficaz às demandas do ambiente em evolu??o.

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4 Be confident and assertive

The fourth step in concept generation is to be confident and assertive in presenting and defending your concepts. This means that you should be able to explain the rationale, strategy, and benefits of your concepts, and how they meet the brief and the stakeholder needs and preferences. You should also be able to handle objections, questions, and criticisms, and provide evidence, examples, or testimonials to support your concepts. You should also be respectful, polite, and professional in your communication, and acknowledge the contributions and opinions of others.

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Lesya Klymenko Liu

Growth for Mission-Driven Businesses in 90 Days | CEO @ Boundless Agency | Digital Marketing Expert
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Clearly articulate the goals and objectives of the project, ensuring they align with the overall business strategy. This helps in setting a clear direction that considers the interests of both the organization and its stakeholders.

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5 Be original and innovative

The fifth step in concept generation is to be original and innovative in creating and developing your concepts. This means that you should be able to generate a variety of ideas, and select the ones that are most relevant, unique, and impactful. You should also be able to explore different angles, perspectives, and approaches, and challenge the conventions, stereotypes, and assumptions of the industry and the audience. You should also be able to use different tools, techniques, and methods, such as brainstorming, mind mapping, sketching, prototyping, or testing, to enhance your creativity and innovation.

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6 Be realistic and practical

The sixth and final step in concept generation is to be realistic and practical in executing and delivering your concepts. This means that you should be able to implement your concepts within the budget, timeline, and resources available, and ensure that they are feasible, functional, and effective. You should also be able to measure and evaluate the results and outcomes of your concepts, and learn from the feedback, data, and insights. You should also be able to celebrate your successes, acknowledge your failures, and improve your skills and knowledge for future projects.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you balance stakeholder needs and preferences in concept generation?

1

2

3

4

5

6

7

1 Understand the brief

2 Involve the stakeholders

3 Be flexible and adaptable

4 Be confident and assertive

5 Be original and innovative

6 Be realistic and practical

7 Here’s what else to consider

Advertising

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How can you balance stakeholder needs and preferences in concept generation?

1

2

3

4

5

6

7

1 Understand the brief

2 Involve the stakeholders

3 Be flexible and adaptable

4 Be confident and assertive

5 Be original and innovative

6 Be realistic and practical

7 Here’s what else to consider

Advertising

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