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Getting The Big Idea

By Laurna Woods

Much of the work we do as a creative communications group centres around the 'big idea'.

Knowing how to get it, how to sell it to the client – and how to use it to inspire the public.

Creativity is key and people are at the centre of our business, because we appreciate everyone brings their own viewpoint and experience to the table.

A great example of this was our Mummymoon campaign for Redefine|BDL Hotels, which recently won an award from the Hotel Marketing Association.

Bearing in mind the age-old fact that new mums get very little sleep, Beattie devised an engaging PR campaign to speak directly to new mums through a carefully created hotel stay which offered rest and relaxation away from crying babies, snoring partners and never ending household duties.

A hotel package was devised after a short survey of new mums revealed sleep plus any kind of ‘me time’ was worth its weight in gold – and not readily available at home.

The Mummymoon won our team ‘Most Creative Activity by a Marketing or PR Agency’ at last month’s prestigious awards ceremony.

And it’s this kind of skill and creativity we encourage, to lead our staff to the ‘big idea’ which sparks successful campaigns.

To market any product or service, there has to be something to set you apart.

When you come up with the perfect concept, everything else falls into place. But what is the creative process for finding it?



Most of us wait for that lightbulb moment. But the truth is, sometimes it just doesn’t come naturally. We have to work at it. And by exhaustively studying a topic, you can encourage inspiration to come.

David Ogilvy, dubbed ‘the father of advertising’ began every campaign with intensive research into his audience.

He once said: “It is useless to be a creative, original thinker unless you can also sell what you create”.

Once your research is done, write down some possible ideas, and maybe a basic outline.


Some of the best creative work is done in companies which cross-pollinate their teams.

Rotating staff into different groups is how many firms practice a technique called ‘conceptual blending’.

The movie-making geniuses at Pixar built this into the layout plan for their main office in California – putting the restrooms at the very centre of the building, so staff will run into each other all of the time.

Conceptual blending works because newcomers will look at something from a distance and make connections that people immersed in the problem typically cannot.

Hang out in groups of people who are different, and discuss with them how you might market your product or service, and what unusual and remarkable angle you might use.



When it comes to marketing and communications, you need to look for real-life experience to get you through to the target market.

Our Mummymoon idea came from one member of staff who had young children – and was doing maternity cover for another. Tapping into the experience of parents and calling on their own personal knowledge, our team then came up with a concept that was sure to resonate with exhausted new parents.

Whether it’s your own or those of colleagues, look for real-life experiences which give insight into the audience or what you are trying to sell.


Don’t rush things, but at the same time avoid procrastination.

Give yourself room to think everything over, the space to play around with the concept and discuss with your team.

But creativity works better under a little pressure. So don’t make the lead time too long. Set a realistic deadline.



Open yourself up to activities which will enrich and inspire your creative brain. Widen your horizons and see what is out there.

Travel is a great way of soaking up experiences you wouldn’t otherwise have – and seeing life from a different perspective.

But any hobby or sport you’ve never tried before is a great way to relax, but stimulate the creative juices, to see what bubbles to the surface.


If you seek that big idea, to help sell your brand or service, contact us on 0800 612 9890.