Big Idea in marketing and advertising is a term used to describe the core concept behind an advertising campaign, a brand, or product to the general public, by creating a strong message that resonates with the consumers.
The term "Big Idea" was introduced in 1960s in the United States during what became known in the advertising business as the "Creative Revolution". It was popularized through the works of ad executive David Ogilvy art directors George Lois and Louis Dorfsman, and in a book authored by Thomas H. Davenport, Laurence Prusak, and H. James Wilson.
References
Further reading Sekerkaya, Ahmet Kemal, ed. Contemporary Issues in Strategic Marketing. Istanbul University Press, 2020. https://doi.org/10.26650/B/SS05.2020.002. Medium Sized Firms.” Ph.D., University of Stirling (United Kingdom), 1999. https://www.proquest.com/docview/301551924/B84DCA9F81EA434FPQ/1?sourcetype=Dissertations%20&%20Theses. Lee, Deborah. “What Is Marketing?” Public Services Quarterly 9, no. 2 (2013): 169–71. https://doi.org/10.1080/15228959.2013.785900 “Advertising & Marketing; MARKETING; What? Tuna Again?; Canners Dust Off Ad Campaigns to Spur Lagging Sales: [Home Edition] - ProQuest.” Accessed April 25, 2025. https://www.proquest.com/docview/421271386/676C6A5F9B33423FPQ/1?sourcetype=Newspapers.
External links What’s the Future of Advertising’s Big Idea? What’s The Big Idea Anyway? Getting to the Big Idea