The Handbook of Strategic Public Relations and Integrated Marketing Communications, Second Edition, 2nd Edition

CHAPTER 48CREATIVITY: Powering Integrated Marketing Communications Ideas

Marty KohrFaculty, Department of Integrated Marketing CommunicationsMedill School of Journalism, Marketing and Integrated Marketing CommunicationsNorthwestern UniversityDirector, 4A’s Institute of Advanced Advertising Studies and 4A’s Seminar CommitteeLeader, Powering Creativity SeminarFormer Advertising PractitionerDDB, Y&R, Hal Riney and Leo Burnett

The “big idea” was championed by David Ogilvy throughout his hall of fame career. In today’s world of ever-increasing audience fragmentation and hyperspeed acceleration of communication options, a “unifying idea” is perhaps more descriptive. At Medill Northwestern University, we teach students about the unifying power of integrated ...