Finding the big idea
Good ideas are hard to come by, but once they are dreamt up, the challenge does involve money. As many creatives expressed today, a good idea needs resources to be able to be executed to its fullest potential. Not great news, as marketing budgets continue to be cut every day. But the opportunity to be creative is making its way out of the design house and into the media planning. In fact, tight contraints can present advertisers with a challenge and force them to be innovative in new ways that they may not have tired before. If they had the money to produce a TV ad, they may not have focused their effort on creating a viral video campaign for online, which could in fact creative a broadcast like effect, if done right. It seems that the tight economy could be an opportunity for creatives to experiment.