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. I doubt if more than one campaign in a hundred contains a big idea. David Ogilvy The Big Idea in Advertising Big Idea? Big Idea? Definition? What is it and what does it do? Definition: ‘Big Ideas’ are advertising ideas that connect vividly with target consumers to create a sustainable competitive advantage for a brand. In This Course We are talking about big brand ideas Not just big executional ideas Except on those rare occasions when they are the same thing E*Trade Corollary Big brand ideas are big strategically and creatively They appeal (execution) and they sell (strategy)! Textbook Page 1 “A great ad is a wonderful thing; it’s why you love advertising. But what you’re looking at is only half of what’s there, and the part you can’t see has more to do with that ad’s success than the part you can.” Structure of this course Phase I: Big Strategy Ideas—Building Killer Strategic Briefs (KSBs) from the ground up Phase II: Big Idea case studies—Applying creative leverage Phase III: Big Creative Ideas—Thinking creatively, mastering the tool kit. Reading and Preparation We’re not in 206 anymore The Syllabus Next Class: Investigate the Product and its Competitors Big Idea of the Day Each of you will need to do this at least once. Not just a great ad, but a great big brand idea. Tell us what makes it great: strategically and creatively. 5 mins Schedule for Big Idea Presentations On Blackboard under “announcements” Insight. Sell. Twist. Debate Big Idea? Who’s Idea is Bigger? Why?