Over the years of being in the ad agency business and being fortunate enough to pitch creative ideas at many clients. I continually try to improve the service we provide.
At one time, I worked at an agency that believed the best approach was to give the client 3 concepts to choose from. At the time it seemed to make sense and I followed the firms process and had success finding a creative solution one way or another, but this process seemed odd to me at times. Spend time to develop a safe option, a good sense / creative option, and a way out there option. So that the client could choose the solution. The safe option and good sense / creative option were always picked over the way out concept 95% of the time. Sometimes we were asked to combine elements of the safe and creative concept together for the final solution. Yes we got to a solution, but this was our time and the clients money, right?
I moved to the FaQtory years ago partly because there was an agreement that if a good creative brief was developed, you could spend less time developing the ONE correct solution, rather than three concepts. Either saving the client money or better yet ,spend the extra time thinking through the execution of the creative solution to show the legs of it.
This is how we work here at The FaQtory, one creative concept, well thought out and meets all requirements of the creative brief to make the client successful in reaching its goals.
FYI – the small percentage of time the client choose the way out there option was some of the enjoyable work I was a part of.