the big idea

Great advertising should ask, “Do you get the message?” The answer should be, “Yeah, I got it!”

Great advertising comes down to the big idea.

Creative advertising comes down to the big idea.

“The Big Idea” – a surprising solution to a marketing problem, expressed in memorable verbal and/or graphic imagery – is the authentic source of communicative power.

Every marketing problem embodies a surprising solution – a big idea.

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