How long does it take to create a big idea?

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Ideas are the core of the advertising process.
Big ideas. Small ideas.
So how long does it take to create an idea?
A blink of an eye? A minute? An hour? Perhaps a week? Or months?
It is an important question, because the industry seems to pay for ideas on the basis of how long it takes.
So if you are paying for ideas you would hope this they happen on the spot.
But if you are selling ideas, then clearly the longer it takes the better for you.
Is it any wonder that marketers often complain that agencies take forever to ‘crack’ the brief and come up with the winning idea?
They are paid to take as long as possible.
Seems to me that a better way is to pay for the value of the idea. Not how long it takes to create.
And there are so many ways to set value. The value the idea creates. The value the idea has to the organisation or the brand. The value of the investment being placed into the idea. This is the basis for the pricing strategy, and isn’t pricing one of the marketing Ps?
So unless you are paying for the value of ideas, and not just the number of hours, I can tell you how long it takes to come up with the big idea – about as much as your budget can afford.
Just another reason you should consider Value Based Remuneration.

TrinityP3 – Strategic Marketing Management Consultants

Published in: Business
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