Ogilvy & Mather
We all know that the environment into which brands are born and live (and die) has changed forever. It’s time for a whole new approach, one that still provides brands with the great advantages of scale and fame, and helps them thrive in a highly competitive environment. It’s an approach that we have arrive at after a few (but large scale and global) successes over the past ten years. We call this approach…
The Big Ideal
Put simply, it is for brands to commit themselves to and then identify themselves with some cause of enduring importance. So that the qualities of a brand are no longer passed on merely through positioning, tone of voice, a visual identity or a big idea. But through it’s actions and words in support of something bigger than all of these.