The Red Papers: What's The big ideaLTM? Colin ... - Ogilvy & Mather

Developing
a big ideaL
The Red Papers:
Necessary additions to The big ideaL
The big ideaL will not answer every problem,
not even most of them. You cannot use it as an
algorithm that outputs a creative brief, a creative
idea, a channel plan, or an answer to the question
of whether the brand’s spokesdog should be a
Labrador or a Bullmastiff . It won’t tell you how
much product information you need to include
in a particular campaign, who the target audience
should be, or whether to show the 250ml bottle
or the family pack. All these decisions form part
of the detailed planning of a brand’s marketing
and communications activities, and The big ideaL
does not replace them. Nor will it replace the
following crucial steps:
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