Big ideas and advertising - 2

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	Big ideas and advertising - 2

charcoal

10-29-2007 3:25 AM

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tags:

branding, advertising, idea

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<div style="margin: 12px 0px; font-family: arial; color: #333333; background: #ffffff; border: solid 4px #e5e5e5; width: 100%; clear: left;"><div class="CM_CTB_Content_Wrap" style="margin: 0px; padding: 0px;background-color: #ffffff;"><div style="border-bottom: solid 1px #dcdcdc; white-space: nowrap; margin-bottom: 8px; background-color: #eeeeee ;background-image: url(http://clipmarks.com/images/source-bg.gif); background-repeat: repeat-x; height: 24px; line-height: 24px; vertical-align: middle; padding-bottom: 4px; color: #666666; font-size: 10px;" ><a href="http://clipmarks.com/clip-to-blog/" title="see clips that are hot right now"><img src="http://content.clipmarks.com/blog_embed/94638a34-7aea-4889-983d-a151ec5aed8b/E027309B-EE87-47D8-BD6A-E54E7B5D19E0/" alt="" width="19" height="19" border="0" style="vertical-align: middle; margin: 0px 4px; display: inline; border: none; float:none;" /></a>clipped from <a title="http://www.adliterate.com/archives/2007/10/are_brand_ideas.html" href="http://www.adliterate.com/archives/2007/10/are_brand_ideas.html" style="font-size: 11px;">www.adliterate.com</a></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.adliterate.com/archives/2007/10/are_brand_ideas.html">The role for ad agency (or any discipline) is as strong as it's ever been because ideas are realised through execution.  There is no way of telling whether you have a good idea until you have tried to execute it across media.   Ideas get honed and sharpened and revamped and deepened through the creative development process.  They get enriched by other agencies as they apply it to their area of expertise.  Along the way ideas get challenged by research and by client comment.  The 'big idea' comes at the end of a process, not the beginning.</blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.adliterate.com/archives/2007/10/are_brand_ideas.html">Until an idea has been tested through creative development it is nothing more than a concept statement.  What ad agencies do is not framing, it is creating.  Which makes it very difficult for anyone to develop ideas without access to a creative department of some sort.</blockquote></div><div style="margin: 0px 6px 6px 4px;"><table style="font-size: 11px;border-spacing: 0px;padding: 0px;" cellpadding="0" cellspacing="0" width="100%"><tr><td style="background:transparent;border-width:0px;padding:0px;">&nbsp;</td><td align="right" style="background:transparent;border-width:0px;padding:0px;width:107px" width="107"><a href="http://clipmarks.com/share/E027309B-EE87-47D8-BD6A-E54E7B5D19E0/blog/" title="blog or email this clip"><img src="http://content8.clipmarks.com/images/c2b-foot.png" border="0" alt="blog it" width="107" height="17" style="border-width:0px;padding:0px;margin:0px;" /></a></td></tr></table></div></div>

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