【正文】 奧美廣告公司 1989年春季訓(xùn)練教材 BIG IDEA 大創(chuàng)意 Prepared by： Richard Fowler Worldwide Creative Director Unilever Ogilvy amp。Mather， London Date ： April， 1989 Just over a month ago I spent a week in Australia. During that visit Iwas asked to conduct a threehour Creative Seminar with the senior managers of all Unilever panies. Knowing that I was due to give a particular question in mind . The question was this: do the senior managers of Unilever panies (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? 幾個(gè)月以前我在澳洲停留了一個(gè)禮拜。在那個(gè)禮拜中，他們要求 我為所有 Unilever旗下公司的資深經(jīng)理人員舉行三個(gè)小時(shí)的創(chuàng)意講習(xí)會(huì)。 因?yàn)槲以谝粋€(gè)月以前就知道要演講，因此我以自己心中一個(gè)特別 的問(wèn)題做為著廠講習(xí)會(huì)的架構(gòu)。這個(gè)問(wèn)題是： Unilever旗下公司的資深經(jīng) 理人員（也包括他們的廣告代理商）是否對(duì)什么是大創(chuàng)意有所共 識(shí)？而我們是否能清楚分辨廣告資產(chǎn)及一個(gè)廣告創(chuàng)意之間的差異 ？ ——如果有差異的話。 During that seminar I showed many campaignso Persil （ going back as far as 1963） ,Dove Soap . (going back ten years),Marlboro TV (going back 18 years), Hamlet cigars . (going back 20 years),Surf .(going back 5 years), Brooke Bond . Tips “Chimps” (going back 30 years), and a number of others. 在那場(chǎng)講習(xí)中 ,我給他們看了許多系列廣告活動(dòng)： Persil（追 溯到 1963年），美國(guó) Dove香皂（追溯到 10年前），萬(wàn)寶路 電視廣告（追溯到 18年前），英國(guó)哈姆雷特雪茄（追溯到 20 年前），美國(guó) Surf洗衣粉（追溯到 30年前），還有許多其他 的系列廣告活動(dòng)。 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”。 每次我給他們看過(guò)一個(gè)，為了方便稍后的討論，我要 求在場(chǎng)的每一位人士寫(xiě)下來(lái) —廣告中的“大創(chuàng)意”是什么，“廣告資產(chǎn)”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. 我必須告訴你們，當(dāng)我們?cè)谟懻撨@些 campaigns時(shí)，對(duì)于究竟 何為“大創(chuàng)意”，何為“廣告資產(chǎn)”這些問(wèn)題很少達(dá)成協(xié)議， 尤有甚者，關(guān)于每個(gè) campaign中其大創(chuàng)意為何 在許多個(gè)案中， 甚至連其廣告資產(chǎn)為何 都有不少的歧見(jiàn)。 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. 我之所以告訴大家這點(diǎn)，以及以這種方式來(lái)舉行講習(xí)會(huì)的原因， 并不是為了要“逮住人們的錯(cuò)誤”，而是要突顯今天我們所要 幫助各位了解的大創(chuàng)意其重要性。 The declared aim of this conference is stated thus, I paraphrase: 我將那次會(huì)議的目的摘錄于下： “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 ,? the purpose being to demonstrate that longlived properties of the sort we are seeking usually have within them ? a big idea? and that Unilever needs more.” “由于有愈來(lái)愈多的人強(qiáng)調(diào)創(chuàng)作并維持長(zhǎng)期品牌資產(chǎn)的重要性， 我們認(rèn)為應(yīng)當(dāng) . . .（舉行這項(xiàng)會(huì)議） . . .其主題環(huán)繞著‘創(chuàng)作大創(chuàng) 意’的概念，其目的為示范我們所尋求的長(zhǎng)期資產(chǎn)中所包含的 ‘大創(chuàng)意’以及示范出 Unilever所更為需要的特質(zhì)”。 The request you mad to us your agencies , and in this case specifically to Ogilvy amp。 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 對(duì)我們的要求 —包括其廣告代理商，在今天 這種情 形特別是對(duì)奧美 —“不只是給大家看看‘大創(chuàng)意’的范例，并 且還要涉及在國(guó)際性及長(zhǎng)期性方面，如何向廣告代理商做簡(jiǎn)報(bào) 以便產(chǎn)生大創(chuàng)意，如何辨識(shí)大創(chuàng)意，以及如何發(fā)展并維持大創(chuàng)意 等范圍?！? We will, over the next 60 minutes, address this subject from a pointofview that we think is virtually guaranteed to help Unilever panies improve their success rate in obtaining “Big Idea”. 在接下來(lái)的 60分鐘內(nèi)，我們要簡(jiǎn)述這項(xiàng)主題 —從我們認(rèn)為對(duì) Unilever 公司改善其獲得“大創(chuàng)意”的成功率有實(shí)際保證的觀 點(diǎn)來(lái)講。 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.” 我們要從檢視 Unilever 這項(xiàng)要求中的文字做開(kāi)始： “如何對(duì)廣告代理商做簡(jiǎn)報(bào)以便產(chǎn)生大創(chuàng)意，如何辨識(shí)大創(chuàng)意 . . .等等?！? Inherent in that is the assuption that big ideas e into this world as “big”and we submit that that is a very dangerous assumption. We submit that “Big Ideas” e into this world merely as ideas with the potentail to be big. Someone you， your agency then has to see that it bees a Big Idea. 在這項(xiàng)要求中具有一項(xiàng)假設(shè) —大創(chuàng)意在產(chǎn)出時(shí)就很“大” — 我們必須提出，這是一項(xiàng)很危險(xiǎn)的假設(shè)。事實(shí)上，“大創(chuàng)意” 在生出來(lái)的時(shí)候都只是“創(chuàng)意”而已 —然而卻具有成為大創(chuàng)意 的潛力。然后有一些人 —客戶，代理商 —必須在旁小心看護(hù)， 使其長(zhǎng)成一個(gè)大創(chuàng)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 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