Moving from Sales into my new role as a fully-fledged Grudenite Account Manager, I’ve been looking to some of my mentors and various industry mouthpieces for some inspiration on effective mechanisms for online/offline campaign integration, online campaign development and how to mould some structure around the concept of the ‘big idea’.
Life at the Bottom, a creative industry blog for young upstarts within the advertising, public relations and digital sectors provided just the insight I was looking for.
There is a common perception in the creative industries that a big idea is a complicated one. A loud and zealous client might complain, “This idea needs bells! It needs whistles! Throw in some cornices! And shebangabangs! Would someone please give this idea some shebangabangs!” To hell with shebangabangs! We need simple ideas. The ones that seem so simple it’s a ‘risk’.
The fact is, nothing rings truer. Last week, the ‘Best Job in the World’ campaign picked up an unprecedented 3 Gold Lions at Cannes. The concept? A classified advertisement. As Mark Pollard simply puts it:
Content = Conversation = Content. Don’t use Social Media, let it use you.
Unfortunately, social media and the utlisation of online channels is in the too hard basket for many companies. In reality, if the ‘big idea’ is simple, digestable, relevant and entertaining, social media will do your leg work for you.
December 25th, 2009 at 9:47 pm
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