Everyone talks about “big ideas”. They make the Brand grow and the Agency famous.

What’s not to like?

Talking about them is easier than actually getting to them. And often, there is a big Idea hidden in the work in progress creative that you are looking at.

Here are three tips to digging out that winning Idea.

First of all, as you look at the work, can you easily and simply identify the Idea? Can you write it down in a simple declarative sentence?

If you struggle to do this or need to “explain” the idea you may not have an Idea or it may not be correctly expressed.

Here is a good example:

Bloggo Body Spray makes you smell so good that you will be able to live out your wildest sex fantasies.

It is easy to understand and needs no explanation whatsoever.

Secondly, ask yourself if the idea clearly and persuasively dramatizes the benefit.

In the case of Bloggo it is clear that the benefit of smelling nice is dramatized by the Idea of being able to live out the wildest sex fantasies.  Add to this that the idea is grounded on the insight that young men spend inordinate amounts of time fantasizing about sex. You are halfway to having a winning Idea.

Thirdly, ask yourself if the Idea inspires lots of executions in all media.

Again, the Bloggo idea of wildest sex fantasies can be executed in many different ways, in many different media. You could say that it “has legs” and please pardon the terrible pun!

If you can easily go through these three steps on the work you are looking at, chances are good that you have a “big” Idea.  And the more of those that you have, the better the Agency will be operating.

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