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

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...

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