Creating the Big Idea

Many young designers often spend a lot of time creating and crafting designs for their campaigns, but what truly attract consumers to a brand, and its product or service, are communications that actually connects with them - whether it is their personal interest, a life goal, or culture.

These information, also known as insights, are ingredients of a Big Idea.

In fact, behind every great campaign has a Big Idea. A Big Idea guides your work so that the campaign would look as 1 concerted effort.

In this talk, you will learn:

  • What is a Big Idea?

  • Ingredients of a Big Idea - Insights and Truths.

  • How to create a Big Idea.

  • Real campaign examples.

Director - MullenLowe Group

Sean Lee is an advertising professional with over 11 years of integrated marketing and thru-the-line advertising experience, who had the opportunity to have worked in reputable advertising agencies on brands across various industries - InterContinental Hotels & Resorts, IBM and L’Oreal Paris, just to name a few.


Currently an Account Director with MullenLowe Singapore, working on Unilever’s Dirt is Good in Southeast Asia, Sean graduated with a BA in Visual Communications and has been with other global agencies like OgilvyOne, JWT, McCann Worldwide, etc.


28 May 2020, Thursday

7:00pm - 9:00pm (GMT +7)


(only registered ticket holders will receive link to closed door talk)


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