It will always be about the big idea

Amid the ever-growing list of channels, technology and people at our creative disposal, there’s sometimes a propensity to forget that one thing remains a constant – the power of a great idea to drive that deep emotional connection between brands and today’s over bombarded and very savvy consumer.
The changing face of the idea
The understanding of what an idea is, is rapidly changing shape. This is largely due to consumers’ unwavering attraction to originality coupled with