The Big Idea ain’t dead by Kenny Harris
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Kenny Harris, founder of Headsurfing gives a review of the Ogilvy Debate, part of the Edinburgh International Festival, that took place last Thursday.
The event? The Ogilvy Debate, held by The Marketing Society as part of the Edinburgh International Marketing Festival.
The place? The hallowed halls (or at least, the hallowed atrium) of The Scotsman’s superb offices overlooking Holyrood Palace and the Scottish Parliament.
And the motion? “This House believes the Big Idea is dead”.
In a time of one-to-one relationships, of “always-on” communication, of consumer demands for instant gratification and constant customer service, is there still a place for what David Ogilvy called “The Big Idea – without which your advertising will pass like a ship in the night”?
No, said the Proposers of the motion, Scott Gallacher (of The Aston Group and the Society’s Digital Network) and Rob Brown (MD of the Stanforth PR Group and Exec Board of the CIPR).
Yes, countered Opposition speakers Paul Bainsfair (of Iris Worldwide, and new Director General of the IPA) and Hugh Baillie, CEO of Ogilvy and Mather.
Scott kicked off with an entertaining challenge – that telling marketers the big idea is dead is a bit like telling your kids that there’s no Father Christmas. There will be anger and tears, but they need to know the truth if they’re going to grow up. According to Scott and fellow-proposer Rob, the most successful brands of our time have ignored the very idea of the big idea. For Amazon, Google and a host of other modern-day brand winners, it is product, delivery and most importantly, great customer service that make an impact, not “big ideas” like the advertising of the sixties, seventies and eighties.
On the opposition side, Hugh and Paul came back with examples of the big ideas that even now create, rejuvenate or even save world-class brands – The man your man could smell like, Just Do It, Keep Walking, and The Best Job in the World. Product delivery and customer service are, of course, vitally important, but the big idea can unify companies, energise markets, and engage consumers around the world. They claimed Big Ideas can still change the world, and attacked “wind-tunnel marketing” where identical research and similar insight has led to the “all cars look the same” problem of focussing on product rather than ideas.
After entertaining and passionate contributions from the floor, (including a perhaps surprising speech by Hugh Burkitt, Chief Executive of The Marketing Society!) the handsome and debonair Chair of the Debate put the motion “to the House”.
By acclamation (in other words, shouting as loudly as one can), the “nays” had it.
The Big Idea is NOT dead. At least, not according to our audience at The Ogilvy Debate.
Described as an “inspirational and hilarious” speaker and presenter, Kenny Harris helps teams and individuals think more creatively and productively using his own programme of tools and techniques, HeadSurfing. He also runs workshops and training sessions in creativity, innovation and presenting with passion. Kenny is a Fellow of both The Marketing Society and The Professional Speakers Association. He can be contacted at kennyharris@headsurfing.com
Posted: August 31st, 2011 | Author: stuart.treasure | Filed under: Uncategorized | Tags: Edinburgh International Festival, headsurfing, kenny harris, marketing society, Ogilvy debate, the big idea | Leave a Comment »
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