Magazine article Marketing

Big Ideas Marry Pragmatism to True Creativity

Magazine article Marketing

Big Ideas Marry Pragmatism to True Creativity

Article excerpt

It was interesting to note Marketing's view that my appointment as managing director of Collett Dickenson Pearce signalled a move towards greater "pragmatism" on the part of an agency previously believed to be prepared to die on the cross of creativity. The assumption is that anybody who understands or appreciates the value of "communications" or integration must in some way be prepared to sell out in favour of the "shelf wobbler option" or an idea that looks better inside an envelope than it does on TV. What utter nonsense.

The reality of the situation is that the search for communication solutions for clients forces an agency to find an enormous creative and brand idea.

Clients don't have advertising problems. They have marketing problems. Agencies who ask the right marketing questions soon realise that a good brand idea needs to be alive and kicking at every level of interface with the customer. It is, for example, all very well positioning Mazda cars as a brand with "sensitivity" on TV, but if your car dealer walks up to you in the showroom with all the sensitivity of an orang-utan and reeking of Kouros your brand idea dies instantly.

The test of a big idea is whether it is strong enough to influence and shape all the key elements of a brand's identity. Not only do we have to ask whether the idea is expressed in a motivating and relevant manner to the customer, but also whether:

a) it is true and consistent with the product

b) it is big enough to influence the environment in which the product is sold

c) it is motivating to the people who sell the product to the customer. …

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