Define "big idea". When I hear a CD say it, I want to put a pencil in my ear.

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An idea that transcends a specific medium.

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@Leo1, I wish that were true. But really it's usually just an idea that will win awards, but won't necessarily even move the needle for our clients. 😑

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Probably your first or second idea since standard industry timelines don't allow time for real thinking.

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Celebrity + PR headlines + Industry awards.

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Also, @OP, I would assume this pencil going into your ear is that CD's OneShow pencil, right?

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'Something that makes me look good'

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A unique thought expressed as simply as possible.

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Those words have lost all meaning to me.

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These days? Staple a celebrity to it

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Something that goes beyond mediums and channels, and ideally beyond campaigns

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@Leo thank you! Yes! An idea that is platform/medium agnostic. 🙌🙌🙌

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average regional spot + expensive celebrity = regional awards

Asking for big ideas scares me sometimes, because it can turn into "let's design something that looks so cool and different that it confuses the crap out of people." It's tough meshing big ideas with the KISS principle.

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