Big Idea (marketing)

Big Idea in marketing and advertising is a term used to describe the core concept behind an advertising campaign, a brand, or product to the general public, by creating a strong message that resonates with the consumers.[1][2][3]

The term "Big Idea" was introduced in 1960s in the United States during what became known in the advertising business as the "Creative Revolution".[4] It was popularized through the works of ad executive David Ogilvy[5][6][3] art directors George Lois[7][8][9] and Louis Dorfsman,[9] and in a book[10] authored by Thomas H. Davenport, Laurence Prusak, and H. James Wilson.

References

  1. ^ "Wayback Machine" (PDF). www.millwardbrown.com. Archived from the original (PDF) on 2020-03-31. Retrieved 2026-02-01. {{cite web}}: Cite uses generic title (help)
  2. ^ PARPIS, ELEFTHERIA (2010-09-13). "What's the 'Big Idea'?". AdWeek. Retrieved 2026-02-01.
  3. ^ a b O’BRIEN, KYLE (2023-09-26). "Advertising's Big Idea Isn't Dead. It's Better Informed". AdWeek. Retrieved 2026-02-01.
  4. ^ Heller, Steven (2015-06-11). "George Lois: One of the 1970s' Real Mad Men". The Atlantic. Retrieved 2026-02-01.
  5. ^ Ogilvy, David (March 12, 1985). Ogilvy on Advertising (1st Vintage Books ed.). Vintage. ISBN 978-0394729039.
  6. ^ Petit, Zachary (2014-04-28). "Legends in Advertising: Mad Man David Ogilvy". PRINT Magazine. Retrieved 2026-02-01.
  7. ^ Lois, George (September 1, 1991). WHAT'S THE BIG IDEA? (1st ed.). Doubleday Business. ISBN 978-0385414869.
  8. ^ Lois, George (September 15, 2008). George Lois: On His Creation of the Big Idea. Assouline Publishing. ISBN 978-2759402991.
  9. ^ a b Heller, Steven; D'Onofrio, Greg (2017). The moderns: midcentury American graphic design (1st ed.). New York: Abrams. pp. 172, 232. ISBN 978-1-4197-2401-5.
  10. ^ Davenport, Thomas (2003). What's the Big Idea? Creating and Capitalizing on the Best New Management Thinking. Boston: Harvard Business Review Press. ISBN 9781578519316.

Further reading

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