The Big Idea
03 April, 2011
One of the primary reasons why companies turn to agencies is for their creativity. That is the real value that they are buying. They want something different, special and unique. Something that will set pulses racing, challenge minds and open wallets and purses. And that alone, the big idea, the brand idea, is often the most valuable contribution an agency can make.
Yet, strangely, too many companies and organisations forget what creativity is and they lose sight of why it is so vitally important.
In this paper we explore what it takes to get to a big idea and and what it means to a company once you've got one.