The task of developing the creative concept or "big idea" belongs to the

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The task of developing the creative concept or "big idea" typically involves a team of individuals, including the copywriter, art director, and creative director. These individuals work together to generate and refine ideas, and then bring them to life through copy, visuals, and design. While the client and marketing manager may provide input, it is ultimately up to the creative team to come up with the concept that will drive the advertising campaign. The media planner and account executive may be involved in the execution of the campaign, but are not typically involved in the development of the creative concept.

The Task of Developing the Creative Concept or "Big Idea