Back to the future: Goldilocks was just right about Big Ideas

In this article, Malcolm White shares his take on the uniquity of Big Ideas, as everyone - from clients to agencies - is now asking for one.

Back to the future: Goldilocks was just right

Malcolm WhiteKrow Communications

A new client has just briefed us to develop a Big Idea. Last week, I attended a Big Ideas workshop. We've also just been asked to tender for a project where the exam question is 'Please describe how you have developed a big idea for one of your clients'. And, even in between saving a first draft of this paragraph and then returning to it a day later, a prospective client tipped me off that the way to win a new assignment from them was to show that...

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