'The big ideaL': Ogilvy's framework for giving brands a purpose

David Tiltman

A report from the Spikes Asia Advertising Festival 2010, which took place in Singapore. Discusses 'The big ideaL', a creative process applied by Ogilvy & Mather to several brands in Asia.

'The big ideaL': Ogilvy's framework for giving brands a purpose

David TiltmanWarc

The Spikes Asia Advertising Festival, held in Singapore in September, celebrates creativity. But the strategy behind the creative work was the topic of Ogilvy & Mather's talk on a process it terms 'The big ideaL'.

The session, given by Ed Bell, the agency's Shanghai Group Planning Director, and Paul Heath, its Asia-Pacific CEO, looked at the thinking behind the 'The big ideaL' and how it had been applied to several brands in Asia.

The basis of 'The big ideaL' is consumers' desire for authenticity. This, argued the...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands