“Developing a few different concepts” is a concept on its own, and it means a different thing to different people. Some agencies and graphic artists present three proposals for a client to choose from. Some of them go for two. Very few do only one. If they do, it means either that they know the client’s business extremely well or no other agency is involved, or that there is no time to do anything more elaborate. Some people believe in quantity and bury their clients with many different possibilities which is frequently counter-productive. Decision makers need clarity and there is no time to be wasted, so, we believe that presenting the top two or three ideas is adequate.


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