Alternative
In a Nutshell
An alternative is a second or third option presented alongside the main idea. Usually prepared to give the client room to choose. In theory: an option. In practice: a backup for lack of confidence in the main idea.
What It Really Means
Alternative seems like an innocent word in the agency world. But it's often a demand that divides the creative team's energy.
"Let's see a few alternatives in addition to the main idea" is usually the decision-making responsibility being sent back to the agency.
The existence of alternatives sometimes helps. But too many alternatives blur the decision rather than easing it. The client might want to combine one idea's headline with another's visual and a third's tone.
An alternative, used correctly, offers choice. Used incorrectly, it fragments the idea.