Both brands and agencies used to run for a big idea. The agencies used to work to craft one big, TV centric, broadcast campaign. But this approach is over now.

Digital landscape also transformed the creative approach for crafting ideas. A core creative idea may come up with a lot of tactical ideas and executions which will provoke conversations among target audience. So, for agency people; creatives should not just focus to find a very “big idea”. Because in digital, creativity comes in many different forms. What brands need is to craft a lot of integrated tactical creative ideas & executions, originated from a single core creative idea, that can live in a number of channels.

There will always be “big ideas”, and we will be running to get them. But a big idea is most effective when the agency also crafts other extensions/interpretations of the idea in each different channels in an engaging way.