by Erna George. There is a distinct problem in seeing and treating strategy and execution as separate elements.
by Martin MacGregor. What is the biggest myth in advertising? That a brilliant idea may come from anywhere.
by Masingita Mazibuko. In the marketing world, we often talk about the ‘Big Idea’. This is a term that I believe is possibly misleading, and perhaps results in us considering things which have the potential to create real changes as inane and dumped.
by Mike Abel. Our traditional view of the Big Idea itself can no longer be the standalone silver bullet to communication success.
by Masingita Mazibuko. It’s as easy to confuse the romance of the wedding day with the realities of marriage as it is to think that, once you’ve hit upon a communication idea that excites you, the job is done.