某廣告公司春季訓練創意演講(ppt 95頁)

某廣告公司春季訓練創意演講內容提要：
“With the increased emphasis being given to the
importance of creating and maintaining long -term
brand properties, it is felt right to …( have this
conference)...formed around the concept of ‘Creating
the Big Idea ,’ the purpose being to demonstrate that
long-lived properties of the sort we are seeking
usually have within them ‘ a big idea’ and that
Unilever needs more.”
“由於有愈來愈多的人強調創作並維持長期品牌資產的重要性，我們認為應當. . .（舉行這項會議）. . .其主題環繞著‘創作大創意’的概念，其目的為示範我們所尋求的長期資產中所包含的‘大創意’以及示範出Unilever所更為需要的特質”。
The request you mad to us - your agencies , and in this
case specifically to Ogilvy & Mather - was”. . .not only
to bring examples of ‘big ideas’ but also to cover such
areas as how to brief agencies to create big ideas, how
to recognise them, and how to develop and sustain them
both internationally and over time.”
Unilever 對我們的要求—包括其廣告代理商，在今天 這種情形特別是對奧美—“不隻是給大家看看‘大創意’的範例，並且還要涉及在國際性及長期性方麵，如何向廣告代理商做簡報以便產生大創意，如何辨識大創意，以及如何發展並維持大創意等範圍。”
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