Big Idea (marketing)
Concept behind a marketing campaign
From Wikipedia, the free encyclopedia
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.
