The big ideaL - Our methodology for solving a client's problem
BIG IDEALS ARE PLATFORMS FOR BIG IDEAS
Big ideaLs cross borders, demography, and media. They unleash creativity. Big ideals make business sense. They make BIG MONEY. THE BIG IDEAL is Ogilvy's powerful tool, which helps provide clients a platform of thinking that works across integrated marketing and builds brands that are ready to face tomorrow. The process is simple; the outcome is spectacular.
We all know that the environment into which brands are born and live (and die) has changed forever. It's time for a whole new approach, one that still provides brands with the great advantages of scale and fame, and helps them thrive in a highly competitive environment. It's an approach that we have arrived at after a few (but large scale and global) successes over the past ten years.
We call this approach...
The big ideaL
Put simply, it is for brands to commit themselves to and then identify themselves with some cause of enduring importance. So that the qualities of a brand are no longer passed on merely through positioning, tone of voice, a visual identity or a big idea. But through its actions and words in support of something bigger than all of these.
A BIG IDEAL IS CONSTRUCTED FROM TWO SUBORDINATE PARTS:
The Cultural Tension is not simply an identification of a consumer need, it is much more than that. It is an articulation of something that is wrong with the world that needs changing, and that is addressable by the brand in question. For Ogilvy, the Cultural Tension that we address is:
HOW TO PROJECT AUTHENTICITY IN A COMPLEX AND MUTATING WORLD
The Brand's Best Self is not a list of attributes and benefits. It is bigger than that. It is about what the brand is like when it is at its best – what contexts and situations does it seek out and revel in.
AND WE HAVE A BIG IDEAL FOR OGILVY AS WELL
"Ogilvy believes the world would be a better place if we could bring out the inner greatness of brands, companies and people."
Unearthing Shangri-La's big ideaL
The big ideaL: Ogilvy's framework for giving brands a purpose
A report by David Tiltman at WARC from the Spikes Asia Advertising Festival 2010, which took place in
Singapore. Discusses 'The big ideaL', a process applied by Ogilvy & Mather to several brands in
Asia. The process is based on consumers' desire for authenticity; it involves finding a "cultural tension" related to the brand, as well as the brand's "best self". The crossover between these two ideas informs The big ideaL, which in turn informs the campaign's creative. The big ideaL has been soft-launched and is being rolled out to Ogilvy brands around the world - brands that are looking for renewal or reinvention are particularly appropriate.
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