Facilitates large / international teams
– multiple individual pieces of research stimulus mean it is easy to include different points of view – by contrast trying to agree on 6 concept statements can be a painful / impossible task!
Gets Agency & client buy in – by scoping and defining the Advertising Brief so thoroughly, both the Advertising Agency and client can be confident and united in the direction before creative work begins.
Gives each idea its best chance – by using multiple Adcepts to communicate an idea, it means we can test every angle possible for each idea and so increase the chance of ‘touching’ consumers with something compelling. This is relevant for positioning themes and of course when scoping multiple innovation ideas.
Precision – The methodology forces us to go and create actual executions rather than merely describing them. By their very nature Adcepts have to have a precise message, style & tone.
Realistic – consumers can contextualise the Adcepts because they are in a familiar format – they can easily compare them to the competition and so assess the relative appeal / uniqueness. The ideas have to compete against each other & win to be noticed and to be picked. Just like real life.
Brings to life – most brand models and communication briefs are based on descriptive words. Words are essential but interpretation can be different – plus many people (especially creatives) respond better to visual stimulus. A collage of generic images is just not good enough. Instead, at the end of a project there is a visual summary of the key Adcepts that define the idea / most compelling positioning precisely.