Ten Tips for Big Ideas

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A great advertising man once said: "Unless your advertising is based on a BIG IDEA it will pass like a ship in the night." But how do you come up with those big ideas that will build your business overnight and build your brand over time? How can you help your agency think them up? This webinar gives you ten tips that have proved their effectiveness over and over again.

Webinar leader, Jane Maas, former creative director at Ogilvy and Wells, and Rich, Greene, credits include the "I Love New York" campaign. She shares ten thought-starters for big ideas that include:

  • Turn an old idea upside down. This technique led to one of the most successful promotions ever to run on Facebook.
  • "Search the world and steal the best." It's been said there is no such thing as a new idea. But variations on old ideas can be so fresh and innovative they seem totally original. This method led to last year's biggest winner at Cannes. 
  • Pre-empt the truth. Say something about your brand that your competition could also say; only you say it first, you say it memorable, and you keep on saying it. Finally, you end up owning the idea.

 This webinar is filled with real-world examples and success stories, ideas you can put to work immediately.

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Start: Wednesday, November 3, 2010 at 1:00pm

End: Wednesday, November 3, 2010 at 2:00pm



Jane Maas

Chairman Emeritus, Earle Palmer Brown Advertising & Public Relations

Jane Maas is one of the most respected names in advertising. She is best known for her direction of the "I Love New York" program, which changed the image of New York City and revitalized its tourism economy.

As a Creative Director at Ogilvy & Mather, Jane worked on advertising for General Foods, Lever Brothers, S.C. Johnson , American Express and Cunard Lines. At Wells Rich Greene, in addition to the New York campaign, she headed the creative group on Procter & Gamble.  In 1989, she became president of the New York office of Earle Palmer Brown.

Jane Maas is co-author of the classic How to Advertise, which has sold over 150,000 copies and been translated into 17 languages. She is also the author of  Better Brochures and her best-selling autobiography, Adventures of An Advertising Woman. Jane has been New York Advertising Woman of the Year, a winner of the Matrix Award from Women in Communications and a member of the Board of Directors of both the American Association of Advertising Agencies and Advertising Women of New York.  She is listed in Who's Who in America.

Jane attended Bucknell University, where she was elected to Phi Beta Kappa in her junior year and graduated summa cum laude. She spent a year at the University of Dijon as a Fulbright Scholar, then received an MA from Cornell. Jane's involvement in the arts and education has continued throughout her career. She served as a Public Director of the American Institute of Architects, and was made an Honorary Member by the AIA in 1996. She has also been a board member of the American Architectural Foundation, Bucknell University and Fordham University.  Jane now serves on the board of the William E. Simon Graduate School of Business at the University of Rochester. She has received honorary degrees from St. John's University and Ramapo College.

Currently, Jane serves as a strategic and creative consultant to a number of international corporations, and travels across the country and around the world conducting seminars on more effective advertising for the Association of National Advertisers.

Jane is also the co-author, with her late husband architect Michael Maas, of Christmas in Wales: A Homecoming, published by St. Martin's Press.