PRWeek launched a project to test how well agencies responded to a client's need for an overarching comms solution. The objective was to be discipline-neutral, picking one agency from the PR, media, digital and DM spheres.
The result is The Big Idea project, run in conjunction with the NSPCC. The children's charity body graciously agreed to put its 2010 Helpline marketing brief up for grabs. The four agencies - Porter Novelli (PR), MindShare (media), Publicis Modem (digital) and Lida (DM) - did the rest.
The process triggered a series of presentations, with each agency approaching the brief from a unique point of view. 'It reminded me how many different ways there are to come to a solution,' says NSPCC comms director John Grounds.
Click here to read up on what happened