What’s The Big Idea?

Behind every good communication campaign is The Big Idea, the creative concept that makes the message attention getting and memorable. Creative thinking that produces The Big Idea is vital in marketing communication because a message or an execution has to break through the clutter of a chaotic media milieu and impact on its target market’s views, usage, attitudes and interests.

The Big Idea is designed to solve a communication problem. It has to be based on a solid strategy in order to work. There are two keys to The Big Idea – the inherent interest it evokes, and the rational or emotional connection it creates to the communication objectives set.

The Creative Leap

The communicator’s critical mission is to effectively project The Big Idea – to discover a titillating never before used execution of the idea that can connect to its audience with clarity, relevance, interest and simplicity. A greatly staged Big Idea turns a strategic business language into a moving, tantalizing, and compelling piece of material, which like a huge swordfish, jumps out from a sea of competitors.

This is what some experts call "The Creative Leap." It is the transformation of a business strategy talk into a clever, brilliant, out-of-the box communication pitch that persuades and captivates. It is using drama to get the target market’s attention, interest, desire and action, which as we all know can be executed in a number of ways – from gentle humor to straightforward storytelling to shock effect.

The Big Idea exists only if there is a skip, a hop, and a bounce. Otherwise, all we have is a clever reformulation and repackaged strategy, which, without the addition of a real idea, lacks wisdom and magic.

Many communication campaigns, whether mainstream advertising, public relations, promotions, direct marketing, or interactive programs, do not contain a real idea. They settle for simply disclosing the strategy by mixing words, or putting together a slew of visuals or a string of events. When we scratch the surface to find the idea camouflaged behind the slogan, call to action or activity implementation we realize there is no idea to speak of.

The "creative leap," says Jean-Marie Dru, chair of a Paris-based advertising agency, "gives us a new way of looking at and talking about a product." We end up somewhere else without knowing exactly how we got there. "Something we had never paid attention to suddenly triggers a new way of thinking, and the idea sticks," Dru emphasizes. It could be Pantene’s "Hair Reborn" or Coke’s "Mismo."

If you are not the "creative type," fret not. In many cases, too much creativity can also get in the way of The Big Idea. It can be simple and so obvious it can make our competitors slap their foreheads and disappointingly ask, "Why didn’t I think of that?"

Often, creativity lies in searching for new combinations of old ideas. The idea that illuminates our strategic thinking is The Big Idea that can bring in the sales and shares, ring loudly and merrily the cash register, and win creative awards.

Moving Beyond The Traditional

What’s The Big Idea," is the theme of the 18th Philippine Advertising Congress (PAC) which will be launched on March 12 at Dish in Power Plant, Rockwell. It revolves around the concept of moving beyond the safety of strategy statements and the traditional way of doing things, and bouncing into the world of the untried and the unknown.

The media sector of the Advertising Board of the Philippines – Kapisanan ng mga Brodkasters sa Pilipinas (KBP), Outdoor Advertising Association of the Philippines (OAAP), Independent Blocktimers Association (IBA), United Print Media Group (UPMG), and the Cinema Advertising Association of the Philippines (CAAP) – is this year’s host group. It will be held in Camp John Hay in Baguio City in November.

This year’s Ad Congress Executive Committee is a mixture of the industry’s mavericks, leaders and young turks. "I want the 18th PAC to leave behind a legacy of results. All the activities leading up to the culmination of the congress will be documented, so that future organizers may benefit from and build upon our knowledge and experiences," says Gabby Lopez, chairman of ABS-CBN, and the congress’ overall chair. He hopes to restore to it a process through which the ad industry can discuss and resolve the many issues it faces. And to achieve this will require greater participation from industry leaders, which he aims to actively encourage.

Pacencia Pineda, executive vice president of Manila Bulletin, and the congress’ vice chair believes that "the event will serve as a perfect venue to get posted on the developments and innovations relating to the dynamic milieu of advertising as well as suggest solutions to problems that beset the industry."

"I would like this to be remembered as a congress where the concentration was on making big ideas happen," stresses David Guerrero, chairman of BBDO Guerrero, Ortega and creative committee chair. Participants, he adds, "can expect a real focus on big ideas and how to make them come to life." The best people have been invited to help that happen.

Miguel Belmonte, president of Philippine STAR, and PR and publicity chair projects that the congress "will be the toast of the industry and the country, which possesses a rich workforce that brims with lots of big ideas." The key word is excitement – the kind that has made Philippine advertising stand out in Asia as one of the best and the brightest. "With everyone’s help this congress promises to be the show to beat," he enthuses.

Andre Kahn, president of J. Romero & Associates, and program committee chair, expects a record-breaking attendance and participation. He assures, "there will be a lot of firsts, and that there will be something for every major sector of the ad industry."

"Congress participants may expect to get inspired by the learnings that can be gained from the various topics and issues to be covered in the program, re-energized by the various activities and events that are being planned for them to enjoy and experience," declares Patricia Arches, president of McCann Erickson, and finance committee chair.

Menlou Bibonia, vice president, corporate marketing of San Miguel Corporation and ways and means committee chair, aspires for active participation from all industry sectors, productive discussion of issues, and plenty of camaraderie among advertisers. Participants, she affirms, "can look forward to a lot of new events like two awards ceremonies, grand fellowship night and exciting workshops."

"We owe our delegates to have much in terms of knowledge gathering, networking, problem solving, weight gain, hangovers, and a lot of trophies," maintains Arnedo Lucas, managing director of Road Runners. As chair of the administrative committee, he wants everyone to enjoy a trouble-free and fun-filled congress.

Maloli Espinosa-Manalastas, vice president, corporate communication of ABS-CBN, is the congress’ chief of staff, while Jose Sy of Videofilm shares the vice chairmanship.

Risk, Relevance, Impact And Originality

Capturing and executing a newfound Big Idea is all about risk. But with the right combination of elements we can do no wrong. The 18th PAC will aim to tame the risk, eclipse the cloud of doubts and fears, provide a professional road map, and hopefully deliver the desired results.

The Big Idea hankers for smashing relevance. In other words it has to mean something to target audiences. The 18th PAC will work towards that purpose – allow for a discussion of germane topics that will benefit the delegates.

The Big Idea has impact. It breaks through the screen of indifference and focuses the audience’s attention to the key message. It has the stopping power that emanates from an intriguing concept. It stops us because it is something we have never thought of before. With this thought, the 18th PAC will cultivate a mindset of "thumps and bumps" that can challenge people in marketing communication to move forward with renewed creative vigor.

Originality is a hallmark of The Big Idea. The 18th PAC will strive to be novel, fresh, and fantastic in putting together activities that can surely captivate the minds and hearts of its participants.

The Big Idea is what great advertising is all about.

The Big Idea can make us feel nostalgic about Baguio City.

The Big Idea can transform the way we see, feel and think.

The Big Idea can reinvigorate our above the line and below the line businesses.

The Big Idea can rekindle our creative spirit.

The Big Idea can renew friendships and build new ones.

The Big Idea is all about great learning, great food and great fun.

The Big Idea is what the 18th Philippine Advertising Congress is all about.

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Please e-mail bongo@vasia.com for comments, questions or suggestions.