奥美广告训练教材：如何才是大创意.pptxVIP

奥美广告公司 春季训练教材 BIG IDEA 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. (going back ten years),Marlboro TV (going back 18 years), Hamlet cigars U.K. (going back 20 years),Surf U.S.(going back 5 years), Brooke Bond P.G. Tips “Chimps” (going back 30 years), and a number of others. ;Each time showed a campaign， I asked the members of the seminar to write down - so that we could discuss it later - what each defined as the “Big Idea” in the advertising， and the “advertising property”。;I have to tell you, there was very little agreement about which was which when we came to discuss the campaigns. Moreover, there was considerable disagreement, campaign by campaign, about what the big idea was in each campaign and in many cases even what the property was.;The point of telling you this —and conducting that seminar the way I did —was not to “catch someone out”, us to help you do here today.;The declared aim of this conference is stated thus, I paraphrase:;“With the increased emphasis being given to the importance of creating and maintaining long -term brand properties, it is felt right to …( have this conference)...formed around the concept of ‘Creating the Big Idea ,’ the purpose being to demonstrate that long-lived properties of the sort we are seeking usually have within them ‘ a big idea’ and that Unilever needs more.” ;The request you mad to us - your agencies , and in this case specifically to Ogilvy Mather - was”. . .not only to bring exa