Ideoplæg

Ideoplæg is a Danish term describing a concise presentation or written brief that proposes a new concept, project, or strategy. It is commonly used in advertising agencies, design studios, product development, and corporate innovation to communicate an idea to clients, management, or other stakeholders. The aim is to convey the core idea and its value early in the process, in order to secure approval, funding, or further collaboration, rather than to deliver a finished solution.

A typical ideoplæg includes several elements. These often comprise a problem statement or opportunity, the target audience, an insight or premise, the central idea or concept, and a rough description of the intended execution or approach. It may also outline a basic implementation plan and timeline, outline required resources and budget, and propose success metrics or criteria for evaluation. Visuals, such as mood boards, sketches, or example scenes, are common, but the document remains focused on the concept rather than detailed production details.

The format of an ideoplæg is usually short and visually oriented, designed for a quick, persuasive narrative in a meeting or presentation setting. It often emerges from a brief and serves as a springboard for discussion, refinement, and selection of a lead concept.

Differences to related documents are that an ideoplæg centers on the idea and its value proposition rather than a full project plan or feasibility study. It is widely used in Denmark across creative, marketing, and innovation contexts as a first step toward approval and development.