Don’t let small ideas murder the big ones

This article discusses what constitutes a promotional 'big idea'. A true big idea changes how people feel or believe, by creating a connection with them in the head (in terms of awareness and talkability), the heart (emotional) and the hand (motivation to try it).

Don't let small ideas murder the big ones

Chris Bailey

As marketing professionals, our clients are asking us more and more frequently to come up with 'the big idea'. This does not just mean a crazy stunt tacked on to the advertising campaign, but the idea that works across every discipline and through every channel.

This makes a lot of sense. Right up to the point of execution there is little to separate what we as agencies all do, be it advertising, digital, PR or experiential (with the possible exception of the number of people we bring to meetings!). But...

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