Big Stick uses your brief to deliver your message to it's target in the most succinct, most effective way possible. It can be an inconsequential client comment that can spark a ‘big' creative idea which, overcomes obstacles to sale and helps sales explode! The uninitiated tend to think creative ideas come to you in the bath or after being holed up in a creative's attic garret for a week with a spliff and a bottle of JD! However poring over the briefing document and the profiles of the target audience for hours is nearer the mark, using the product or service yourself helps too or at least talking to the people who buy the product or use the service.
It is from this groundwork you can gain the insight required to identify exactly what the customer is looking for and how you can fulfill that need in a unique and irresistible way. Having come up with the ‘big' idea, applying it to different marketing vehicles is how the idea grows and develops its own momentum.
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