Concept & Creative Route Screening
Screen multiple creative concepts early to choose the winning direction — ensuring your campaign starts with the strongest idea for African audiences.
Trusted by leading brands, agencies, and development
organizations across Africa
Here’s why you need Concept & Creative Route Screening
Agencies must justify creative decisions with evidence. This use case helps select the concept that resonates most with potential investors before investing in production.
Advantages of Creative Route Screening
Identify the route with the most appealing audience.
Reduce creative risk by validating early.
Adapt ideas to local cultural cues.
Adapt ideas to local cultural cues.
Methods to include in Creative Route Screening
Concept A/B/C Testing
Compare early creative territories.
Cultural Fit Assessment
Check relevance across communities.
Message & Storyline Testing
Evaluate clarity and appeal.
Visual Preference Scan
Identify which aesthetic direction performs best.
KPIs to measure
Concept Appeal
Cultural Relevance
Message Strength
Creative Clarity
Emotional Resonance
Attention Potential
Preference Index
Purchase/Engagement Intent
Essential Creative Screening questions
For allocating your budget
Which concept should we produce? Which route gives the best ROI?
For the perfect strategy
Which idea drives emotional connection? Which style captures attention?
For reaching the spotlight
Which idea drives emotional connection? Which style captures attention?