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Concepting and Brainstorming: A Sassafras Strong Suit

“There is only one thing stronger than all the armies of the world: and that is an idea whose time has come.” – Victor Hugo

One thing all agencies have in common is the frustration felt when a client says, “I didn’t know you did that.” Those are not fun words to hear because it means we haven’t done our job in marketing ourselves and telling the world about the services we offer and where our expertise lies. It reminds us that our own marketing should be just as valuable as the time we spend on our clients’ marketing. It sparks us to write posts like this one where we have a chance to say to the masses, “We do that!” Here’s a little peek into our processes and capabilities as idea generators and how we put big ideas into motion for clients.

How it All Began

Sassafras has been concepting for clients for many, many years. A lot of times they come to us when they’re planning for the following year, need ideas for a consumer sweeps program, want to partner with a third party or celebrity for a consumer promotion, or need ideas for a predetermined event.  Not too long ago, we refined our brainstorming process to help the team generate bigger and better ideas and ensure we delivered ideas that met the client’s strategic objectives.

This new process was catapulted into motion after last year’s team meeting where Mitch from Idea Champions taught a day-long session on how to become better idea generators. Concepting had always been a capability at Sassafras, but since refining our approach and process, it’s now a Sassafras strong suite!

Concepting for Clients

To give you a better idea of some of the brainstorm projects we work on, below are some concepting jobs our team recently completed or are in the process of working on now. We’re excited to be able to bring an updated process and bigger thinking to clients. It’s just one way we’re staying relevant in an advertising and marketing world that continues to move.

A few recent concepting assignments include:

  1. Global platform concepts for large a format retailer

  2. Overarching program concepts for a convenience retail customer that included a television partnership

  3. Summer program concepts that tied in National Lemonade Day for two separate, nationwide foodservice establishments

  4. 2019 program concepting for a national theatre chain

  5. Concepting for meeting themes

If you’re planning for next year and need ideas to help sell in or thought-starters to get the team excited, reach out to us. We’d love to work on putting a big idea into motion for you.


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