THE BIG IDEA
What is a Big Idea, as defined by top advertising agencies, and how can it help bring greater engagement with your customers?
A Big Idea functions as an organizational totem pole around which strategy, behaviour, actions, and communications are aligned. A Big Idea expressed as a simple statement is used internally as a beacon that shines light on a distinctive company culture, and externally as a competitive advantage that helps consumers make choices.
The term Big Idea is often used in advertising, and it is often associated with two advertising greats, David Ogilvy and George Lois. Ogilvy stated that, “you will never win fame and fortune unless you invent big ideas. It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night”. Lois, unlike Ogilvy, preferred a more spontaneous approach when devising his Big Ideas, aiming not to concentrate on creating the idea but on trying to, "snare it from the air as it floats around you”.
We at Zigma8 full service advertising agency, here in Iran, create Big Ideas centered around your brand strategy. In developing them we aim to create an emotional connection with the public, and preferably on a deeper, universal level so as to bridge cultural divides. As a 360 creative marketing company, we believe it’s important that a Big Idea has value in itself – that it can stand alone as a topic for discussion. Because of this we insist that it be an idea that can be communicated across all media platforms. As a result, our Big Ideas stand tall, like that totem pole, with many integrated touchpoints surrounding and supporting them.