“The Big Idea In Creative Is Like A Bad Chat-Up Line”

“The Big Idea In Creative Is Like A Bad Chat-Up Line”
SHARE
THIS



“Have you got sore legs? Because you’ve been running through my mind all day.” This was the smarmy chat-up line digital media guru Jamie Moran used as an analogy at Thursday night’s Great Agency Debate.

He likened the ‘big idea’ to the guy in the club who struts around trying to meet someone, using the same chat-up line over and over.

The ‘big idea’ is the light-bulb moment for a creative when something is just bloody brilliant.

“Reaching as many people as possible, that’s what the big idea does,” he quipped.

“Media on the other hand takes its time to speak to people, understand your interests, what you’re into. There’s lifetime value associated with that. Not just a flash in the pan, one size fits all.”

Moran was arguing why channel should come before creativity at the Great Agency Debate held last Thursday night by B&T and AdRoll.

Turns out the channel won over creative.

Pulling a statement from renowned creative director Dave Trott’s book Predatory Thinking, Moran quoted 90 per cent of advertising doesn’t work.

“So what’s the point in having the big idea if no one sees it or even addresses it…” he questioned the audience.

“It’s not the fact that people didn’t like the ad,” he added, “it’s the fact that people didn’t even see the ad. We’ve got to make it relevant and quick to make sure that we’re speaking to people at the right place, at the right time, with the right message.”

On the flip side, Kate Smither, chief strategy officer for creative agency Saatchi & Saatchi, argued the creative idea needs to come first.

“Creativity has the ability to make people engage in important messages and culture, in a way that channels can’t,” she said.

“There’s the ability for the ‘big idea’ to create an emotion and make you react that a channel can’t do. Because a channel, by definition…will never allow for emotion. It’s pure rational.”

Read more of Smither’s argument here.

Lead image via BBC.

Please login with linkedin to comment

Latest News

TAC & Taboo Urge Victorians To make Roads Safer In ‘This Christmas’
  • Media

TAC & Taboo Urge Victorians To make Roads Safer In ‘This Christmas’

The TAC and Taboo have created a high impact, interactive campaign encouraging all Victorians to play their part in making our roads safer – ‘This Christmas’. The activation is filled with thousands of brightly coloured ribbons featuring messages written by real Victorians, to encourage us to all stay safe for the merriest Christmas both on […]

NITV Announces Four Indigenous Executive Appointments
  • Media

NITV Announces Four Indigenous Executive Appointments

National Indigenous television service NITV has announced four senior Indigenous appointments who will be responsible for growing its on-air and online platforms. Rhanna Collins, a proud Palawa woman, has worked at NITV for the past four years and has been appointed as executive editor, working across the TV station’s news and current affairs digital and […]

Publicis & Qld Transport And Main Roads Department Launch #LiftLegends
  • Campaigns

Publicis & Qld Transport And Main Roads Department Launch #LiftLegends

Queensland’s Transport and Main Roads Department (TMR) and creative agency Publicis Worldwide are targeting drink-driving over the holiday season with a new road safety campaign launching this week. The campaign is encouraging people to organise a #LiftLegend to make their way home. Set to the Bette Midler classic, Wind Beneath My Wings, this is the […]

AMSRO Applauds ACCC’s Preliminary Report To Safeguard Data Privacy
  • Marketing

AMSRO Applauds ACCC’s Preliminary Report To Safeguard Data Privacy

The Association of Market and Social Research Organisations (AMSRO) today applauded the Australian Competition and Consumer Commission’s (ACCC) preliminary Digital Platforms Inquiry report and proposals to further protect the privacy of individuals across the digital landscape.

AppNexus Offers Buyers Fee-Transparent Supply-Side Platform
  • Advertising
  • Technology

AppNexus Offers Buyers Fee-Transparent Supply-Side Platform

AppNexus, a Xandr company and leader in advertising technology, has announced that agreements with many direct publishers in the AppNexus marketplace and partnerships with third-party transparency companies have facilitated one of the programmatic advertising industry’s first fee-transparent supply-side platforms (SSP), giving buyers an unprecedented level of visibility into technology fees. “Through our policies and partnerships, AppNexus […]