The creative execution is an evolution of a concept.
The concept is an evolution of an idea.
The idea is an evolution of the brief.
The brief is an evolution of the strategy.
A single brief can give birth to a number of interesting ideas. Ultimately, the fittest concepts survive. Some characteristics of the original strategy carry through. Others morph. Many disappear.
And it’s why strategy matters. That kind of growth – those myriad of possibilities – must be built on a strong foundation. With the proper conditions, truly incredible things can come to be.
Those incredible things are why I don’t mind being the ape.
Interested in more stuff I find interesting? Follow me @casey_flanagan on Twitter.
