In this great presentation Heidi Hackemer makes some insightful points around how creative ideas can become so much better if a more collaborative approach to idea generation is adopted. Once the “big idea” is cracked, there are also some helpful hints in here to avoid the old “matching luggage” scenario when it comes to channel planning and creative executions.
Hands up all those planners and account folk who have received a client brief where they specifically ask for “matching luggage”. Far too many times for my liking! And yes its easy to give them what they want. But at the end of the day the result is not that satisfying. With this presentation Heidi is inspiring me to push ideas a little harder. (Thanks Heidi!) Maybe she will do the same for you.