《奥美广告春季训练教材：BIG IDEA大创意》 (NXPowerLite)

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?
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
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 电视粉（追溯到30年前），还有许多其他 的系列广告活动。
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”
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，
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”.
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。
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—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。
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.”
“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
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
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
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
a big idea, it will become so only after a number of
advertisements have been done that bring that core idea to life.
我们认为我们必须学习如何辨认核心创意。如果核心创意有潜力 成为大创意，只有在做了许多广告赋予核心创意生命之后，才会
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.”
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.
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 ？