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

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It’s a pretty messy time for global business just now. Economic shock, global competition, reduced headcounts, data overload, environmental challenges, onerous governance, and elusive but highly demanding consumers are causing uncertainty and stress. There’s not much of a comfort zone any more. We need precise navigation, and we need it fast. We need direction but with fl exibility. We need to deal with vast complexity while still collaborating across functions and cultures like never before. If we’re not careful we get tossed around on the waves until we get waterlogged and sink, although if we get it right we can have an enthralling ride. big ideaLs can help us. They can help us know what we’re about whether we run a huge corporation or a small brand. They can help us generate enthusiasm, commitment, creativity, and profi t. They can help us deal with the big challenges in front of us, and the even bigger ones lurking just around the corner. What’s The big ideaL? 45
The Red Papers: Postscript – the Ogilvy big ideaL It wouldn’t really have been fair of us to advocate the big ideaL for our clients if we hadn’t developed our own, so we did. The Ogilvy big ideaL is: “Ogilvy believes the world would be a better place if we could bring out the inner greatness in brands, companies, and people.” The “cultural tension” at the heart of Ogilvy’s big ideaL is the challenge so many companies are facing: how to be true and authentic. Consumers, stakeholders, and employees clearly want that. 46
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The Red Papers: What's The big ideaLTM? Colin ... - Ogilvy & Mather

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