(Excerpt from Stanley’s new book: The Client’s Bible)
The strongest creative is the True Concept. The True Concept consists of a visual and headline that work together to create meaning in the viewer’s mind. A decorated headline is not a True Concept and is not as powerful.
What is a true concept?
- Total integration of headline and visual
- Presents a single, cohesive message
- Neither headline nor visual tells the whole story—both are needed
- The meaning is created in the mind of the reader/viewer by combining the headline and visual