What’s the big idea?

If you’re a client of II’s, you’ll probably have heard us talking a lot about ‘big brand ideas’. What do we mean? Big brand ideas are creative concepts that transcend any given execution or medium, to inform a whole communications approach. Guinness’s “It’s alive inside”, for example, or Barry’s “Golden moments”, are as inspiring and focusing for a PR company as they are for a website developer, or for a team dreaming up a poster. Sometimes these big ideas emerge fortuitously when we’re working on a small brief, but usually we find them because we’re looking for them. They might be the brainchild of a planner, or a creative team, or a client service team, or a client – but most often, they’re a result of a collaborative and orchestrated effort by all of the above and others. The great thing about them is that they’re simple. And no matter how tricky or exhausting the lead up to them may have been, everything afterwards is a lot simpler and more effective as a result. So next time you ask us for an idea, go large. It’ll require a bit more work, but the pay-off can be extraordinary.