My attempt at a campaign math equation:
Big Idea x Integrated elements/budget + execution = Campaign.
The big idea, the unifying idea vs. a bundle of brilliant small ideas. This tossed idea salad can get a bit confusing. Some advertising guru's even seem to be contradicting one another. Here's some advice on the subject from two professionals I greatly admire:
1. "Screw the "big idea," you need a lot of small fucking brilliant ideas! Don't paralyze yourself trying to find a big idea, they usually end up pretty lame." - Brian Collins
An Article about Collins and his new agency, COLLINS:
http://www.mediabistro.com/unbeige/the_revolving_door/abort_clambake_brian_collins_launches_collins_with_the_martin_agency_70936.asp
2.An interview with R/GA CEO/COO Bob Greenberg.
http://creativity-online.com/work/view?seed=1dhV9Heh
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