奥美广告_奥美春季训练教材

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.
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
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 帮助各位了解的大创意其重要性。
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
you is not that these campaigns started 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
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，
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。
During that visit Iwas asked to conduct a three-hour Creative Seminar with the senior managers of all Unilever 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 advertising idea?
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
the Big Idea ,‟ 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.”
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
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”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
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—
big by strong-minded, disciplined and adventurous clients 一开始都只是创意而已，经由具强 working with strong-minded, disciplined and highly creative people.
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。
We‟re 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.”
——如果有差异的话。
During that seminar I
showed many campaignso Persil
（going back as far as 1963）,Dove 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
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”.
“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 - your agencies , and in this case specifically to Ogilvy & Mather - was”. . .not only to bring examples of „big ideas‟ but also to cover such
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 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”
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。
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 world merely as ideas - with the potentail