It takes a big ideato attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea. David Ogilvy
Definition? What is it and what does it do?
Definition: ‘Big Ideas’ are advertising ideas that connect vividlywith target consumers to create a sustainable competitive advantagefor a brand.
In This Course • We are talking about bigbrandideas • Not just big executionalideas • Except on those rare occasions when they are the same thing
Corollary • Big brand ideas are big strategically and creatively • They appeal (execution) • and they sell (strategy)!
Textbook Page 1 “A great ad is a wonderful thing; it’s why you love advertising. But what you’re looking at is only half of what’s there, and the part you can’t see has more to do with that ad’s success than the part you can.”
Structure of this course • Phase I: Big Strategy Ideas—Building Killer Strategic Briefs (KSBs) from the ground up • Phase II: Big Idea case studies—Applying creative leverage • Phase III: Big Creative Ideas—Thinking creatively, mastering the tool kit.
Reading and Preparation We’re not in 206 anymore
Big Idea of the Day • Each of you will need to do this at least once. • Not just a great ad, but a great big brand idea. • Tell us what makes it great: strategically and creatively. • 5 mins
Schedule for Big Idea Presentations • On Blackboard under “announcements”