You stare into the abyss and it stares back. The deadline thuds closer. You're on the bus, you barely notice the other people, the weather, the day....the need for that idea is all. Someone asks you what you want for dinner, but your answer is the half-idea that's been rolling around in your head. Is it on brief? Will it work cross-platform? Will the viewers engage? Will it reach those that aren't even watching anymore...? Sure we can reach them in some way...but what's the thread? What's the idea? What are you having for dinner? You don't care because what's the big idea? You get out your net and go stalking in your head. Flushing out the juice. Stabbing at the thoughts. You'll try and remember everything brainstormed, everything the team said, everything done before, everything that needs doing...the brief surrounds the thought...and you swoop. You have the idea. We all know the feeling and there are ways to make it easier.

This is Ideaology.

About PromaxBDA

PromaxBDA leads the international conversation about the role that marketing plays in the monetization of media. The association represents more than 10,000 companies and individuals at every major media organization, marketing agency, research company, strategic and creative vendor and technology provider and is considered to be the leading global resource for education, community, creative inspiration and career development in the media and media marketing sectors.

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