Conceptualise
Step two... is all about thinking. It's where we put flesh on "The Big Idea" and generate "The Plan".
The second step requires a healthy amount of passion to breathe life into "The Killer Proposition" to turn it into "The Big Idea". To do this we reflect on how the target audience is likely to behave so we can ultimately influence their decision-making and actions. Then we consider the media that will be most appropriate for delivering key messages and the marcomms that will support the campaign. This stage is complete when we have formalised the budget and created the plan.
