I read this online and it annoyed the crap out of me.
I’ve heard this notion promulgated a few times before and it’s always bandied about by the exact same person: a digital advertising exec who has never had a big idea in his/her life. But has nonetheless decided that big ideas are a bad thing (never met a marketing person who shares this opinion btw) and that instead “something digital” is clearly the way forward at all times. Oh and TV is old. And taglines too.
Aside from the fact that this was basically a poorly written press release for R/GA, it displays a singular and embarrassing ignorance of what a big idea is and what it does.
I think the author of this is the new biz guy there, so you have to expect a certain amount of hyperbole, but this guy clearly hasn’t got a clue what he’s talking about. But that doesn’t stop him does it? Oh no.
I learned big thinking from a guy who thought very big indeed. And I have been fortunate enough to be involved with and around big advertising ideas.
Big ideas make everybody happy. That’s what they do.
Consumers are happy, clients are happy, agency folks are happy.
Big ideas have energy. They go everywhere. Everybody wants a piece of them.
Big ideas have real value. They are an actual asset.
Big ideas are the result of big thinking. Ambitious thinking. Occasionally big ideas are the product of luck, but usually not.
Big thinking is a pain in the arse. This is why you see so little of it.
It’s not so much that very few people can have big ideas, it’s just that the amount of effort and energy and focus it takes to conceive and execute them (and maintain them) is frankly wearying.
There’s a reason big thinkers tend to be very energetic people.