How to translate a big idea to the masses

The following article appears in today’s Sydney Morning Herald:

One of the founders of Naked Communications will set out to prove next week that the advertising industry’s guiding principle of creating an emotional connection with consumers is a dying premise.

Jon Wilkins is one of 15 speakers to share his big idea for the title of ”biggest thinker” at the inaugural Battle of Big Thinking event to be held on Wednesday.

Sponsored by Fairfax Media, the publisher of the Herald, the event brings together some bright minds from advertising, marketing, media, storytelling, government/social and business, each with a big idea.

To qualify as big, thinking must demonstrate a paradigm shift that sets up a change to the status quo. Other than that, speakers can tackle their category however they wish.

Some of the other big thinkers will be the Jewish-Australian political activist Antony Loewenstein, the ABC head of strategic innovation, Abigail Thomas, and the Auspoll chief executive and Kevin07 campaign manager, Tim Gartrell.

The event will be held from 12.30pm on March 17 at Carriageworks, Eveleigh.

Nina Hendy

Text and images ©2024 Antony Loewenstein. All rights reserved.

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