IAA ‘Big Idea’
Each year in Australia there are many ‘award’ programs within the advertising and broader marketing communications industry. The IAA ‘Big Idea’ is different in two critical ways.
First, it is a student award competition, designed to foster the talents of the next generation of communication professionals, in line with the IAA’s on-going commitment to professional development. Second, the client is a “real-life” respected organisation that will truly appreciate the work produced by the student teams and offering the potential to take their efforts to market implementation. IAA Big Idea clients have consistently acknowledged with gratitude the creativity and high quality of workable ideas they received from the student teams since its inception in 2003.
Students are invited to devise a marketing communications campaign for a ‘real-life’ client, working in agency-style teams to develop a fully integrated communications solution. In response to the client brief, the teams deliver an end to end plan from the research stage to the creative concept, right through to the final presentation of their ‘Big Idea’. The winning ‘Big Idea’, as well as all the other ‘big Ideas’ submitted by the students, are made available to the client and over the years, a great many of them have been implemented.