NP

On BIG ideas

Nick Presley

Executive Creative Director

Agencies get obsessed about ideas being 'big'. Clients often ask for the 'big' idea. Marketing people seem to always be on the eternal search for the 'big' one. Even my mum asked the other day if I'd come up with any 'big' ideas lately!

Calm down everyone. Please! Why this greedy obsession with size? To coin a phrase, it's not how big it is, mate, it's what you do with it that matters.

Ideas need to be lots of things. They need to be things like relevant, motivating, fascinating, surprising, brilliantly targeted or brutally simple (as Maurice would say). Fun, inspiring, innovative, thought provoking or challenging. Evocative, compelling, infectious or irrepressible. I could go on.

But most importantly, what I think people really mean when they say 'big', is full of enough promise to engage and excite people across as many platforms, disciplines and channels as possible.

So next time people start banding around 'bigness', remember it is what you make of your idea, not the size that matters.

To chat more with NP, call +44 20 7747 7400

Nick Presley

Executive Creative Director

Agencies get obsessed about ideas being 'big'. Clients often ask for the 'big' idea. Marketing people seem to always be on the eternal search for the 'big' one. Even my mum asked the other day if I'd come up with any 'big' ideas lately!

Calm down everyone. Please! Why this greedy obsession with size? To coin a phrase, it's not how big it is, mate, it's what you do with it that matters.

Ideas need to be lots of things. They need to be things like relevant, motivating, fascinating, surprising, brilliantly targeted or brutally simple (as Maurice would say). Fun, inspiring, innovative, thought provoking or challenging. Evocative, compelling, infectious or irrepressible. I could go on.

But most importantly, what I think people really mean when they say 'big', is full of enough promise to engage and excite people across as many platforms, disciplines and channels as possible.

So next time people start banding around 'bigness', remember it is what you make of your idea, not the size that matters.

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