Getting that Big Idea

Trevor Beattie

“YOU HEAR people say: we want you to have a big idea on this; but I think those people are wrong, I never had a big idea in my life,” modestly confessed Advertising guru Trevor Beattie, last Friday, when speaking at a Coventry Conversation.  “I don’t think you need to, I don’t think you should. I don’t think you should even strive to have a big idea,” reports Diana Teodora Popovici.

Hearing this from someone who was voted in 2002 the Best Creative Director of the Year is shocking to say the least. He developed further, arguing that actually, it is the small ideas that matter, the little ideas that come together to form a great one.

In order to better explain his point Beattie shared with the audience some of his experience in the advertising field, as well as in other fields such as journalism, media production or public relations. Beattie believes that in today’s world there aren’t really any sharp borders between these professional areas as one can lead to another or another can imply pretty much them all. “Your timing is perfect,” he emphasised. “Please thank your parents.” As an example he talked about his long life dream of travelling into space and the opportunity he had, by working in advertising, to actually travel into the zone of zero gravity, by being one of the first persons to try commercial space travelling.

He believes the Internet is the reason why there are no clear boundaries anymore as it has brought the walls down. Beattie advised the student audience to be open-minded in their future choice of career, arguing that: “We can change things because of the power of Internet.”

Beattie also explained why he doesn’t understand the concept of work and life balance, saying: “In the creative industry your work is your life.” The advantage of that is you can choose to do whatever you enjoy most:”Do what you want to do and include your hobby in it,” he concluded.

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1 Comment

Filed under Coventry Conversation, CU events, News, Uncategorized

One response to “Getting that Big Idea

  1. Ali

    It was the 21` Idiot Box that really marked the first ground-breaking change in this structure, mind-set, pecking-order, hierarchy. (Admittedly, Lintas did have an excellent language copy section, but it was more of a sideshow because the times were English!) Suddenly, the way communication was conceived, presented and consumed underwent a seismic change.

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