Chapter 48: Creativity: Powering Integrated Marketing Communications Ideas
In the world of advertising, everyone searches for the big idea. Today, this is viewed as a unifying idea with integration behind it. The Pepsi Refresh Project is an example of a unique interactive marketing idea. The responsibility for idea generation is at all levels of an organization. A process is given to develop ideas. An integrated marketing idea brief is also explained. Examples of creative ideas are given such as Mastercard’s “Priceless” campaign, Dove’s “real beautify” insights, and Budweiser’s “Whassup!?” campaign.
Marty Kohr Biography