奥美广告公司 BIG IDEA 大创意
Prepared by： Richard Fowler Worldwide Creative Director- Unilever Ogilvy &Mather， London
Just over a month ago I spent a week in Australia. During that visit Iwas asked to conduct a three-hour Creative Seminar with the senior managers of all Unilever companies. Knowing that I was due to give a particular question in mind . The question was this: do the senior managers of Unilever companies (and I include their agencies in this ) agree on what a big idea is? And can we articulate the difference -if any - between an advertising property and an advertising idea?
几个月以前我在澳洲停留了一个礼拜。在那个礼拜中，他们要求 我为所有Unilever旗下公司的资深经理人员举行三个小时的创意讲习会。 因为我在一个月以前就知道要演讲，因此我以自己心中一个特别 的问题做为着厂讲习会的架构。这个问题是：Unilever旗下公司的资深经 理人员（也包括他们的广告代理商）是否对什么是大创意有所共 识？而我们是否能清楚分辨广告资产及一个广告创意之间的差异 ？ ——如果有差异的话。
During that seminar I showed many campaignso Persil （going back as far as 1963）,Dove Soap U.S. (going back ten years),Marlboro TV (going back 18 years), Hamlet cigars U.K. (going back 20 years),Surf U.S.(going back 5 years), Brooke Bond P.G. Tips “Chimps” (going back 30 years), and a number of others.
在那场讲习中,我给他们看了许多系列广告活动：Persil（追 溯到1963年），美国Dove香皂（追溯到10年前），万宝路 电视广告（追溯到18年前），英国哈姆雷特雪茄（追溯到20 年前），美国Surf洗衣粉（追溯到30年前），还有许多其他 的系列广告活动。