What's the 'Big Idea'?

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The big idea. It’s what most ambitious agencies and clients strive for when developing their communications platforms. Both share the responsibility, but each side often plays the blame game when the work fails to produce the desired results.

Here, three marketing directors discuss the creative process and what it took to get new brand messages into the marketplace:

Nicorette: “Quitting Sucks”

Smoking cessation campaigns face unique challenges. Combating an addictive habit that has complex physical and psychological roots, the products must become trusted allies in an often long, difficult process.

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