Here are some of the answers from people like James Thompson, CMO, APAC, Diageo and Sir Martin Sorrell, CEO, WPP and Bob Jeffery, Chairman, Worldwide CEO, JWT and Bob Greenberg, Global CCO, Chairman and CEO, R/GA and Calvin Soh, Vice Chairman, CCO Asia, Publicis and me.
Okay, so I said “A big idea is not a big idea until it creates value”.
As Christopher Harris, Head of B2B Marketing, APAC, Yahoo said “you made the cut as everyone loved what you had to say during your interview”
At the Caxton Award Weekend last week, Jon Wilkins from Naked argued that rather than the big idea, we should be looking for a series of small ideas. It encourages experimentation and learning, which is more responsible, more fun and helps make large brands more intimate with their audience.
So what do you think makes an idea BIG?
And do we still need big ideas or is Jon right and a whole series of small ideas is a better approach?