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Big Idea/creativity Important In Advertising - Y/n?
Posted By: keibituin* on 11/2/2004 9:14 PM (CST) 250 Points
I'm doing this research on whether the "big idea" or creativity is an important aspect of advertising.... i haven't really come to a conclusion and still need ideas as to what other people think. i personally think that strategy would come before the "big idea" but i would like to hear other infos.... thanks

Posted by: W.M.M.A. Accepted Answer
11/2/2004 10:07 PM (CST)
Isn't the Big Idea the same as the creative aspect of the advertising plan?
What if the Big Idea is the creative plan?

You had to have a placement plan for the big plan anyway...didn't you? OF course.

I see absolutely no reason why you first can not come up with a Great Creative Strrategy for the important buys and demographic coverages you are seeking, and I see no reason that all of that research can not be for the BIG IDEA. It just makes sense that you put out your big gun with a big gun type of visibiliity in as much media as you can buy.

Do it! It Works BIG. Double Barrel
Ramdall
WMMA
 
Posted by: Michele Accepted Answer
11/2/2004 10:24 PM (CST)
David Oglivy once said 'give me the luxury of a tight brief' - the implication here is that you cannot be creative without working in a well defined strategic framework.

Creativity is also a bit of a loose concept. What does this mean? What is a big idea? Is it a new distribution channel, or a new off-the wall advert.

Given the number of awards dedicated to creative advertising (lions, cleos etc) it is safe to assume that advertising agencies believe that the big idea is a vital part of advertising.

Hope this helps,
Michele.
 
Posted by: tjh Accepted Answer
11/2/2004 11:54 PM (CST)
"the Big Idea" - I love this.

Check these out:

From the guy that popularized the thought:
TinyURL: http://tinyurl.com/675uq
Full URL: http://www.ciadvertising.org/sa/fall_03/adv382j/mbabbott/lois/page3.htm

A How-to book about it:
http://www.wiley.com/WileyCDA/WileyTitle/productCd-3895782386.html

"The Big Idea Dies A Slow Death"
http://www.adrants.com/2004/06/big-idea-dies-slow-death.php
 
Posted by: jackson Accepted Answer
11/3/2004 8:02 AM (CST)
The Big Idea should be a bonus to a well thought out strategy! Hopefully you have a strategy that includes some form of media communications and that should reflect the overall positioning of the company or product. Certainly it is wonderful to have the "Big Idea", but frankly I believe that if you are targeting that big idea to the wrong people then it's a waste of time. Brands are built over the long haul, not overnight and it the gradual building of trust between the consumer and service or product privider that enables long term growth. That's what you marketing should be about. It's nice to win Ad Awards, but truthfully does this move products for the long haul or just make the Ad community feel good about themselves. I am far more interested in gaining growth for the long haul. Hope this helps, Jack
 
Posted by: Marketer* Accepted Answer
11/3/2004 8:56 AM (CST)
The big idea generally refers to the core/essence of a creative idea. For example, when you ask an agency to develop a TV ad, you may ask the agency to give you the big idea first before they work on developing a full blown story board. This step allows you to evaluate the big idea from the stand point of how the agency is planning on bringing your key advertising message to life before they spend too much time and money on developing executional details. (This goes without saying that you need to have a great advertising strategy and know your key message before agency starts the work. )

I honestly believe that the creative can make a difference in an ad. It can draw your target audience into your message or completely turn them off. The truly great creative will allow your key message to be presented in a dramatic way to engage them and help them understand what you like them to know.

Think of it like a presentation you may listen at a company. A boring presenter may have a great message, but he/she may loose may audiences. However, a great presenter may also present the same message, but he/she knows how to engage you and deliver the message well. At the end, the latter person will end up delivering the message more effectively to your target audience. (Of course, you have to have a great message first, however.)

Thus, I believe the creative can make a difference in effectiveness of delivering your message.
 
Posted by: Jett* Accepted Answer
11/3/2004 10:19 AM (CST)
“I am enough of an artist to draw freely upon my imagination. Imagination is more important than knowledge. Knowledge is limited. Imagination encircles the world.” -- Albert Einstein
 
Posted by: tjh Member Response
11/3/2004 12:07 PM (CST)
Good one Blaine.
 
Posted by: mgoodman Accepted Answer
11/3/2004 10:14 PM (CST)
They are both important, but in the absence of breakthrough creativity, a solid strategy that addresses an important consumer need must come first.

I've seen some wonderful (and very creative) advertising that was off-strategy. It hurt to have to reject it, but in the end it was the right decision.

I've also seen some good-not-great advertising, written to express a solid strategic objective, take a business to unexpectedly high levels.

And every now and then, I've seen brilliant, breakthrough creativity that's on strategy. That's the best!

Do I really have to choose? Of course, we all want both. And when they work together it's even better.
 
Posted by: W.M.M.A. Member Response
11/5/2004 6:56 PM (CST)
I have learned a lot about this topic from Kevin Roberts, CEO of Saatchi/Saatchi. Visit him. Ask him questions. He answers personally, many times.

www.saatchikevin.com

Randall
WMMA
 
Posted by: Mushfique Manzoor Accepted Answer
11/10/2004 12:19 AM (CST)
hi keibituin

I agree fully with the great advice from mgoodman, Marketer and Jackson.

IMHO, definitely Overall Marketing Strategy is the most important thing. in the Marketing Strategy there will be communication strategy and within that the Advertising Strategy exists. So of course Strategy comes first.

But, as Marketer said, Big Idea is also important. A Well-thought-out Strategy with Big Idea will definitely do better than Well-thought-out Strategy with NO Big Idea.

Conversely Big Idea with no Well-thought-out Strategy will be achieving short term benefits rather than Long Term growth.

this is most happening case, i think. But i am sure the reverse way is also successful in which the Big Idea drives the Strategy although i cant remember any example of that. Someonw might shed some light on that.

hope this helps.

cheers!!
 
Posted by: savialeigh* Accepted Answer
11/15/2004 5:36 AM (CST)
The only important aspect of advertising is the end result. Lot's of Big Ideas entertain the recipient without adding to sales. Strategy is more important than creativity unless you are the Ad Agency, strategy doesn't win awards, creativity does. Add creativity to strategy and everyone wins, but it doesn't matter how innovative the ad is if it does not produce results.
 
Posted by: Val (Moderator)* Moderator Response
11/19/2004 8:44 PM (CST)
Hello all. I am closing this question since it's more than 10 days old. We do this to reward the contributions of participants in a timely manner + to give increased visibility to the newer questions.

Thanks, so much, for participating!

Val (Moderator)
 


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