Is There Still Space for Big Ideas?
Some of the industry’s sharpest creatives discuss what exactly a ‘big idea’ looks like in this day and age of advertising, sharing their views on where the future of effective creativity lies, writes LBB’s Jordan Won Neufeldt
Year on year, it feels like the expectations placed upon adland are changing. With more and more platforms gaining relevance, the ability to glean all new levels of personalised data and technologies like AI coming to the fore, it feels like many of the old practices have had their time in the sun.
This begs the question, is ‘The Big Idea’ still relevant? Do large platforms and all-encompassing campaigns actually translate well to this brave new world? Or, is it time for a focus on smaller ideas utilising all the new tricks, toys and gadgets – embracing personalisation and playing a tactically safe game?