Big ideas: Research can make a big difference

Major global companies are putting increasing emphasis on finding powerful, mind-blowing creative concepts to fuel their marketing communications campaigns and are actively investing in the process of developing them.

Big Ideas: Research can make a big difference

Rob Hernandez

It seems that everywhere we turn these days we see or hear something about "big ideas." Major global companies, including the likes of Coca-Cola, Procter & Gamble, Unilever, and Diageo, are putting increasing emphasis on finding powerful, mind- blowing creative concepts to fuel their marketing communications campaigns.

Not content to leave the appearance of big ideas to chance, these marketers are actively investing in the process of developing them. Among the notable success stories, we find the Guinness campaign that creatively affirms, "Good things come to those who wait," and...

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