What's the Big Idea?
Name/Title
What's the Big Idea?Secondary Title
How To Win With Outrageous Ideas (That Sell!)Description
Lois's argument that great advertising requires one bold "big idea" rather than relying primarily on research and positioning. Presents Lois' career through vivid, self-assured anecdotes illustrated with the actual ads and campaigns discussed.Context
George Lois had a reputation as advertising's self-styled rebel-genius, against the more understated, research-driven Ogilvy tradition.Category
Advertising