Blue Skies Marketing Recruitment recently held a digital debate at Rex Bar & Cinema in Soho to find out who now owns the "big idea".
The debate featured four leading contributors to the creative and digital industries putting forward very different perspectives.
Comments
Interesting opinions here, although the focus seems to be on a rather protectionist definition of ownership in terms of owning the IP. Surely the really big ideas should transcend this, and should be owned by everyone involved. Then the real question for agencies, clients and consumers becomes 'how can i monetise this idea effectively?'
It's a nice thought: no one owns the big idea. But since there is always 'an architect' of the big idea, there is, by definition an owner of the big idea. And if the 'architect' has done his or her job properly - that is to say create an idea that works in all mediums \(they should have worked that out before putting it on the table) then others in the loop will be able to see the potential of the blueprint and run with it. What matters \(for those who are not the architects) is that they can input in such a way that they are considered co-architects and not just bricklayers.
I didn't make the previous post under my name.
It's not who owns the big idea but who can come up with one. There are very few truly captivating ideas \(opposed to ideas which have had a lot of money spent on them) and they are hard/fortuitous to come by. If you manage to find one the first measure will be 'does everyone want to be involved?' Any agency worth their salt wont care where it came from.
No James say what you really mean. Lol.
J V - 16/09/2008
If that's your best shot it's no wonder you crazee digital guys are stuck on the periphery.
To Matt Gilbert. You patronising tosser. For your information I'm a creative director and brand strategist of 25 years standing. As for seeking the lowest common denominator, ask D&AD, the Creative Circle and just about every other awards body if that's what I do and have done. I used to co-own one of the best design consultancies around, which began life as part of one of the very best ad agencies, CDP. We are generally acknowledged to be the first integrated consultancies and never - not once- did we squeeze shit into various shapes and sizes. You may not be able to generate ideas that transcend media, but I can and have built a great career and reputation because of it. Wanker!
Matt. Ouch - bad mistake. Remember " The Tate Gallery by tube" poster? She did that! best poster I ever saw on the tube. The Big Idea for this was by a guy called Harry Beck who designed the map back in 1931. Someone always 'owns' the big idea.
J V - 17/09/2008
Sue, i don't think Matt was referring to your work so calm down. He's referring to all the agencies that have jumped onto the integrated bandwagon and peddle lowest common denominator shit disguised as a big idea.
the debate is about the people in the films above, not you, though I'm sure you are worthy of a debate all of your own.
And incidentally, winning an award in one medium is great but it doesn't mean any of us is a great integrationist, nor a great brand strategist. One swallow doesn't make a summer and all that.
Here here Sue I like your spirit!
Surely the Big Idea comes from working out the Brand goal, the consumer behaviour required to fulfill the goal and developing a message/value proposition that instigates the consumer behaviour?
The challenge with Agencies is that no matter how 'integrated' they say they are, there will always be a silo \(ATL, Digital etc.) that wants to lead....IMHO
Comments
Stuart Aplin - 16/09/2008
Interesting opinions here, although the focus seems to be on a rather protectionist definition of ownership in terms of owning the IP. Surely the really big ideas should transcend this, and should be owned by everyone involved. Then the real question for agencies, clients and consumers becomes 'how can i monetise this idea effectively?'
sue turner - 16/09/2008
It's a nice thought: no one owns the big idea. But since there is always 'an architect' of the big idea, there is, by definition an owner of the big idea. And if the 'architect' has done his or her job properly - that is to say create an idea that works in all mediums \(they should have worked that out before putting it on the table) then others in the loop will be able to see the potential of the blueprint and run with it. What matters \(for those who are not the architects) is that they can input in such a way that they are considered co-architects and not just bricklayers.
Matt Gilbert - 16/09/2008
I didn't make the previous post under my name.
Nathaniel Hill - 16/09/2008
It's not who owns the big idea but who can come up with one. There are very few truly captivating ideas \(opposed to ideas which have had a lot of money spent on them) and they are hard/fortuitous to come by. If you manage to find one the first measure will be 'does everyone want to be involved?' Any agency worth their salt wont care where it came from.
James Cooper - 16/09/2008
Boring!
Gordon Macmillan - 16/09/2008
No James say what you really mean. Lol.
Nathaniel Hill - 16/09/2008
Thanks Coops.
J V - 16/09/2008
If that's your best shot it's no wonder you crazee digital guys are stuck on the periphery.
sue turner - 17/09/2008
To Matt Gilbert. You patronising tosser. For your information I'm a creative director and brand strategist of 25 years standing. As for seeking the lowest common denominator, ask D&AD, the Creative Circle and just about every other awards body if that's what I do and have done. I used to co-own one of the best design consultancies around, which began life as part of one of the very best ad agencies, CDP. We are generally acknowledged to be the first integrated consultancies and never - not once- did we squeeze shit into various shapes and sizes. You may not be able to generate ideas that transcend media, but I can and have built a great career and reputation because of it. Wanker!
Rollie Fingers - 17/09/2008
Matt. Ouch - bad mistake. Remember " The Tate Gallery by tube" poster? She did that! best poster I ever saw on the tube. The Big Idea for this was by a guy called Harry Beck who designed the map back in 1931. Someone always 'owns' the big idea.
J V - 17/09/2008
Sue, i don't think Matt was referring to your work so calm down. He's referring to all the agencies that have jumped onto the integrated bandwagon and peddle lowest common denominator shit disguised as a big idea. the debate is about the people in the films above, not you, though I'm sure you are worthy of a debate all of your own. And incidentally, winning an award in one medium is great but it doesn't mean any of us is a great integrationist, nor a great brand strategist. One swallow doesn't make a summer and all that.
Amalie Byass - 19/09/2008
Here here Sue I like your spirit!
Jon Haywood - 13/10/2008
Surely the Big Idea comes from working out the Brand goal, the consumer behaviour required to fulfill the goal and developing a message/value proposition that instigates the consumer behaviour? The challenge with Agencies is that no matter how 'integrated' they say they are, there will always be a silo \(ATL, Digital etc.) that wants to lead....IMHO