Whatever
happened to crafting the Big Idea? Did it go the same way as closing jobs?
(Photo
at Cannes Lions: Fabrica Treviso wins three Grand Prix awards with Benetton
'Unhate' campaign at Press Lions.)
‘Anyone
can be creative’ rolls the call of many. Have you noticed this statement will
come from the most straight-laced people possible?
99.9%
of the time.
The
Big Idea be it in the sciences, business, or anything we do to make a living is
important. Various questions abound in today’s market, especially alike ‘how
can my company or I make money on the Internet’?
But
most commonly ‘The Big Idea’ is the most important factor in marketing and
communications.
Anything
is born of an idea, and in marketing and advertising the idea is king.
Various
‘creative’ people have given their theories in this. The creative process I
most admire and most advertising people of nay (intended) worth will recognise
to follow in a brainstorm to arrive at the Big Idea is as follows:
- Getting together
as much as raw material.
- The fun part,
exploring every inch and aspect of it, playing with it.
- This is where we
suits never get it, well most people don’t. Just walking away from it and
doing nothing. Recognise those creative who happen to be playing games on
their really posh, high performance Mac computers anytime you walk into
their department? Well actually they’re allowing their sub-conscious to
work. The mind silently works
best when you are actually doing something else. So the next time you see
your creative team playing war craft, encourage it. The better, join.
- The unconscious
mind offers up the idea. Honest.
- Step five is
where Cannes Lions awards are won and also millions in dosh. This is when
behind locked doors; the creative team will sit to trash, push, probe,
hold the idea up to an in-built set of standards and find it unworthy.
Then
and only then is when ideas like facebook, Google, Cannes Grandprix Lions
happen. Please see previous Cannes Lions Creative Bravery Presentation here:
Creativity,
creative, is a discipline. Just like someone is a scientist or a businessman.
What we marketers must understand is that we are in charge of a brand, and what
makes us good is the fact that we can understand and recognise great ideas.
A
person who can sing and play an instrument through singing or playing by ear is
creative. So is the kid who draws a perfect cat when he’s two years old. So is
that tattooed, longhaired, two earring, pierced, middle aged schizophrenic who
writes the body copy on your ads.
The
best marketers are the one’s who work on the most successful brands and them
you will see having a very good relationship with their creative from the
advertising agency. They recognise they are good marketers as this is what has
chosen them in their life, like a doctor who always knew they wanted to be one,
and now is damn good.
So
are those in the creative department of your advertising agency. They have
learned to generate ideas, like we were born to run successful businesses.
Leave
the creative to the professionals. Don’t kid yourself you know better. Otherwise
you would now be sitting on their side, making the big bucks.
No
sorry make that I!
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