For heaven's sake, do not let your ad agency get back to you with several concepts from which to choose and then change your message to match the winning concept. This happens all too often when somebody thinks of a clever statement after seeing an image or photo.
Graphics, photos and images are there to support and reinforce your core message. Make sure your message is clear before you ask for creative concepts and then only choose concepts that stay directly on message.
A brand that is not crystal clear about what it is saying is not much of a brand at all. If your message can be swayed based upon graphic design, then you must re-examine the messages you are sending.
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