Presentation prepared for the BlueSkies Digital Fight Night - who owns the Big Idea

1. Who owns the big idea? September 2008 © Bernard Hodes Group 2008

2. Our contention: Strategy without execution is worthless; execution without strategy is meaningless. © Bernard Hodes Group 2008

3. It’s a contentious issue. “ it seems to me this debate is about squabbling in the playpen to establish a pecking order.” Director of Broadcast Strategy at ITV “ Most digital and integrated agencies think in tactics, not strategies . The problem here is specialization often limits the ability to envision an idea bigger than your area of expertise.” Partner at Mint Strategy “ I call it the Pixar theory - so many things make their films great - not just a script, good acting, good director - a real team effort. “ Head of Digital Media at WWAV Rapp Collins

5. Who have enhanced the mystique through iconic campaigns. © Bernard Hodes Group 2008

6. A killer strapline and great visuals usually did the trick… © Bernard Hodes Group 2008

7. as audiences became hooked… © Bernard Hodes Group 2008 Nescafe Gold Blend: the ad as a mini-soap.

8. and campaigns became more adventurous. © Bernard Hodes Group 2008 Tango: lager advertising for soft drinks.

9. But the internet challenged the status quo. © Bernard Hodes Group 2008 Apple: a symbiotic relationship between product and advertising.

10. Tactical executions became interactive . © Bernard Hodes Group 2008 Nesquik: enabling an FMCG brand to compete with Disney.

11. Engagement became king. But how much has really changed? © Bernard Hodes Group 2008 The Tiger Trap: new idea or rehash of previous ideas using new media?

12. Our conclusion: The big idea comes from people who understand how to manipulate all media to get the best result for the target audience. In a fragmented landscape the big idea has increased, not decreased, in importance. Agencies that can deliver both strategy and execution are best placed to own the big idea. In the current environment, these are integrated agencies. © Bernard Hodes Group 2008

13. Because a fully integrated idea can change perceptions. And maybe even the world. © Bernard Hodes Group 2008