If we discuss the strategic approach and the creative thinking process involved in coming up with the big idea. Big ideas are designed to solve communication problems and it includes some key elements behind a successful communication channel that needs to be established with its target audience.

The factors that make an idea creative and leap out from the rest of the conventional ideas are

• Risk - Getting beyond the boundaries and creating something which is extraordinary.
• Relevance - Delivering the right message at the right time. Having an impact on the attitude of the target audience establishes relevance to the idea.
• Impact - The common, obvious and expected will never be identified.
• Originality - Being fresh and unexpected captivates the audience.

Creative thinking is about problem solving and can be found in any field of study

Creative thinking, Solving problems with association and analysis and the ideation process is the key to a successful and big idea. Read, study, analyse, test and retest, observe, curse, worry and sometimes giving up are some of the steps.

Creative thinking is about solving problems and can be found in any field of study. Finding the gap and giving a creative dimension to the integrated communication that needs to be identified and achieve the communication objective. Big ideas need to grab attention and stay in the target audience’s memory.