We've grown extremely used to clients - and indeed, Creative Directors - asking for the Big Idea. The Big Idea is the sacred cow of advertising. The rock around which campaigns - and agencies - are built. Businesses are won and lost, brands are built and torn down, careers are made or unmade, by that elusive Big Idea.
From Big Ideas To Little Ones
From Big Ideas To Little Ones
From Big Ideas To Little Ones
We've grown extremely used to clients - and indeed, Creative Directors - asking for the Big Idea. The Big Idea is the sacred cow of advertising. The rock around which campaigns - and agencies - are built. Businesses are won and lost, brands are built and torn down, careers are made or unmade, by that elusive Big Idea.