An interesting POV came up in one of my meetings last week. An agency shared that they no longer say "the big idea" to refer to the crux of a concept. Their feeling was that big ideas don't have to be "big" anymore. A new logo, a change to packaging, a digital video-- while tactically small-- have all constituted big ideas that drove business results for their clients.
It's no secret that the advertising industry is an ever-evolving entity. Today on Ad Age, Pile and Company's Senior Vice President, Meghan McDonnell, provides her point of view on the current state of account management.