Allow two to four weeks to fully develop an event concept. Week one is about sharpening the brief, the DNA and the message. Week two is for brainstorming and working out three directions. Week three you finalise the choice and work out the mechanism. Week four is about the production plan.
A concept that's finished within a day is usually the first idea, not the best one. Concept work has to ripen. Start at least four weeks before production begins, ideally three to six months before the event itself.
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