Twelve Big Ideas - Curad: The Ouchless Bandage

In his speech at the American Association of Advertising Agencies (4A's) Central Region Annual Meeting in 1966, Vice President of Tatham-Laird & Kudner, Robert Bassingdale, shows how one word ('ouchless') became the 'Big Idea' in increasing awareness of Curad bandages.

Twelve Big Ideas- Curad: The Ouchless Bandage

Robert Bassindale

I want to make it perfectly clear that I love the current age of visualenlightenment in the advertising business. A world in which a big idea can be conceived and born on a drawing board as easily as it can in a typewriter ... is my kind of world. I want to make it clear that I am happily, psychologically adjusted to this kind of world because if I don't, the rest of my talk might come off a bit "reactionary" to some of the more revolutionary thinkers among...

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