In an era not so long ago, creative directors lived in a world where the big idea was the champion — and that champion came from highly compensated (more or less) idea makers, both themselves and their creative teams, and the big idea was put to the advertising test. If big idea marketing were provocative enough, then it might win creative awafeaturedrds at a global creative festival. Other creatives would fawn, congratulate each other, and champagne would flow.
