“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.”

David Ogilvy

Digital media has changed the way that we approach branding. Every aspect has been affected, from data & analysis to creative & viral. And what has that meant for the ‘big idea’? Remember when you could just create something super cool, and that was it, job done. What does it all mean in a digital environment?

In this session we’ll be looking at defining the concept of a ‘big idea’ and trying to understand what big ideas are now. In such a rapid paced environment is there a chance to identify a ‘big idea’ before it launches and how can you measure success. With examples and illustrations of ideas that have been successful we’ll also look at whether small ideas can become big. And of course we’ll touch on the issues of cost, management & ownership of the ‘big idea’, and client-agency relationship.

We’re all keen to know how to truly weave creative successfully and meaningfully throughout a digital campaign, the panellists in this session will be providing some of the answers and starting points that can help you.