Global Marketing
Management Consultants
Global Marketing
Management Consultants
Global Marketing
Management Consultants

What makes an idea BIG? – Yahoo @ Spikes Asia

At Spikes Asia 2010 in Singapore in September this year, Yahoo were asking delegates “What makes an idea BIG?”

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 when Yahoo disappeared, so did the video shot back in 2010. But for the record 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?

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Darren is considered a thought leader on all aspects of marketing management. A Problem Solver, Negotiator, Founder & Global CEO of TrinityP3 - Marketing Management Consultants, founding member of the Marketing FIRST Forum and Author. He is also a Past-Chair of the Australian Marketing Institute, Ex-Medical Scientist and Ex-Creative Director. And in his spare time he sleeps. Darren's Bio Here Email:

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