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1、奥美广告公司 1989年春季训练教材 BIG IDEA 大创意,Prepared by： Richard Fowler Worldwide Creative Director- Unilever Ogilvy &Mather， London Date ： April， 1989,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 Unileve
2、r 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 a
3、dvertising 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）,Do
4、ve 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
5、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。,Each time showed a campaign， I asked the members of the seminar to write down - so that we could discuss it later - what each defined as the “Big Idea” in the advertising， and the “advertising property”。,每次我给他们看过一个，为了方便稍后的讨论，我要 求在场的每一位人士写下来广告中的“大创意”
6、是什么，“广告资产”是什么。,I have to tell you, there was very little agreement about which was which when we came to discuss the campaigns. Moreover, there was considerable disagreement, campaign by campaign, about what the big idea was in each campaign and in many cases even what the property was.,我必须告诉你们，当我们在
7、讨论这些campaigns时，对于究竟 何为“大创意”，何为“广告资产”这些问题很少达成协议， 尤有甚者，关于每个campaign中其大创意为何-在许多个案中， 甚至连其广告资产为何-都有不少的歧见。,The point of telling you this and conducting that seminar the way I did was not to “catch someone out”, us to help you do here today.,我之所以告诉大家这点，以及以这种方式来举行讲习会的原因， 并不是为了要“逮住人们的错误”，而是要突显今天我们所要 帮助各位了解的大
8、创意其重要性。,The declared aim of this conference is stated thus, I paraphrase:,我将那次会议的目的摘录于下：,“With the increased emphasis being given to the importance of creating and maintaining long -term brand properties, it is felt right to ( have this conference).formed around the concept of Creating the Big Idea
9、, the purpose being to demonstrate that long-lived properties of the sort we are seeking usually have within them a big idea and that Unilever needs more.”,“由于有愈来愈多的人强调创作并维持长期品牌资产的重要性， 我们认为应当. . .（举行这项会议）. . .其主题环绕着创作大创 意的概念，其目的为示范我们所寻求的长期资产中所包含的 大创意以及示范出Unilever所更为需要的特质”。,The request you mad to us
10、- your agencies , and in this case specifically to Ogilvy & Mather - was”. . .not only to bring examples of big ideas but also to cover such areas as how to brief agencies to create big ideas, how to recognise them, and how to develop and sustain them both internationally and over time.”,Unilever 对我
11、们的要求包括其广告代理商，在今天 这种情 形特别是对奥美“不只是给大家看看大创意的范例，并 且还要涉及在国际性及长期性方面，如何向广告代理商做简报 以便产生大创意，如何辨识大创意，以及如何发展并维持大创意 等范围。”,We will, over the next 60 minutes, address this subject from a point-of-view that we think is virtually guaranteed to help Unilever companies improve their success rate in obtaining “Big Idea
12、”.,在接下来的60分钟内，我们要简述这项主题从我们认为对 Unilever 公司改善其获得“大创意”的成功率有实际保证的观 点来讲。,Were going to start by asking you to examine the terms of your request: “How to brief agencies to create big ideas, how to recognise big ideas, etc.”,我们要从检视Unilever 这项要求中的文字做开始： “如何对广告代理商做简报以便产生大创意，如何辨识大创意 . . .等等。”,Inherent in that
13、 is the assuption that big ideas come into this world as “big”-and we submit that that is a very dangerous assumption. We submit that “Big Ideas” come into this world merely as ideas - with the potentail to be big. Someone - you， your agency - then has to see that it becomes a Big Idea.,在这项要求中具有一项假设
14、大创意在产出时就很“大” 我们必须提出，这是一项很危险的假设。事实上，“大创意” 在生出来的时候都只是“创意”而已然而却具有成为大创意 的潜力。然后有一些人客户，代理商必须在旁小心看护， 使其长成一个大创意。,For the next part of this presentation, we will show you a number of campaigns - capaigns acknowledged by everyone as great campaigns. What we will illustrate to you is not that these campaigns s
15、tarted out that way - rather that they were all ideas made big only by the manner in which they were developd, executed and sustained over time. For it is our contention that there are no big ideas initially - there are only ideas - made big by strong-minded, disciplined and adventurous clients work
16、ing with strong-minded, disciplined and highly creative people.,这场演讲接下来的部分，我们要给 大家看一些campaigns-众人公认的 伟大campaigns。我们要为大家描述 的并不是这些campaigns 的着手方式 而是它们仅靠参与者发展，执行及 长期持续的态度而变大。我们主张 没有任何创意一开始就是大创意 一开始都只是创意而已，经由具强 烈心态，有纪律，不畏冒险的客户 以及具强烈心态，有纪律，具高度 创意能力的人加以哺育，才会变大。,It is our contention that what we must learn to recognise is the core idea. If this core idea has the potential to be a big idea, it will become so only after a number of advertisements have been
