(Source: https://pltfrm.com.cn)
An advertising agency’s process for brainstorming and developing new advertising concepts, especially in a dynamic and diverse market like China, typically involves a structured yet creative approach. This process might include the following stages:
- Client Brief and Objectives Understanding: The process begins with a deep dive into the client’s brief. The agency fully understands the client’s objectives, target audience, brand values, and any specific requirements or challenges they wish to address.
- Market and Audience Research: Conducting thorough research to gather insights about the market, competitors, and target audience. This might include studying market trends, consumer behaviors, cultural nuances, and emerging technologies relevant to the campaign.
- Idea Generation Sessions: Organizing brainstorming sessions with the creative team. These sessions are designed to foster open and creative thinking, encouraging team members to think outside the box and come up with a range of ideas, from the conventional to the unconventional.
- Cross-Functional Team Collaboration: Involving a diverse group of professionals (such as strategists, designers, copywriters, digital experts) in the brainstorming process to bring in varied perspectives and expertise.
- Idea Filtering and Refinement: Evaluating the ideas generated against the client’s objectives, budget, feasibility, and potential impact. The most promising concepts are then refined and developed further.
- Concept Development: Turning the shortlisted ideas into well-defined concepts. This includes outlining the key message, visual approach, tone of voice, and the proposed media channels for each concept.
- Prototype Creation and Testing: Depending on the concept, creating prototypes or mock-ups. These might be tested internally or through focus groups to gather initial feedback and insights.
- Client Presentation and Feedback: Presenting the developed concepts to the client, providing rationales for each and discussing how they meet the campaign objectives. The client’s feedback is then incorporated into the concepts.
- Revision and Finalization: Refining the chosen concept based on client feedback and preparing the final pitch. This might include detailed storyboards, scripts, or digital renderings.
- Execution Planning: Once the concept is approved, planning for the execution phase begins. This includes detailing the production timeline, required resources, and finalizing the media plan.
- Keeping Cultural Sensitivity in Check: Especially important in China, ensuring that all concepts are culturally appropriate and resonate well with the local audience.
- Integration with Other Marketing Efforts: Considering how the new advertising concept integrates with the client’s overall marketing strategy and other ongoing campaigns.
- Flexibility and Adaptation: Being ready to make adjustments as needed, whether in response to client feedback, market changes, or other external factors.
Throughout this process, the agency maintains close communication with the client to ensure alignment with their vision and objectives. This approach allows for a balance between creativity and strategic thinking, ensuring the development of effective and innovative advertising concepts.
PLTFRM is an international brand consulting agency that works with companies such as Red, Tiktok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries exports in China account for 97% of the total exports in Asia. Contact us and we will help you find the best China e-commerce platform for you. Search pltfrm for a free consultation!
