The big idea is dead. Long live the big idea

The big idea is dead. To quote Patricia McDonald in a recent Campaign article: “In recent years, the “big idea” has often seemed to epitomise everything wrong and backward-looking about our industry.” And that’s indeed true. In the traditional sense of a 360 campaign, the big idea was to be found in the 30″ commercialContinue reading “The big idea is dead. Long live the big idea”