“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

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]

What To Expect From The App Economy In 2018
  • Opinion
  • Technology

What To Expect From The App Economy In 2018

Here's an insightful, authoritative synopsis of the app economy. So, you're right, it wasn't written by a B&T journo.

Opinion

by B&T Magazine

B&T Magazine