奥美广告春季训练教材：bigidea东大创意.pptVIP

奥美广告春季训练教材：BIGIDEA大创意;Just over a month ago I spent a week in Australia. During that visit Iwas asked to conduct a three-hour Creative Seminar with the senior managers of all Unilever companies. Knowing that I was due to give a particular question in mind . The question was this: do the senior managers of Unilever companies (and I include their agencies in this ) agree on what a big idea is? And can we articulate the difference -if any - between an advertising property and an advertising idea?;During that seminar I showed many campaignso Persil （going back as far as 1963）,Dove Soap U.S. (g