“We’re looking for a big idea that will naturally tie in with the brand, a natural extension, something that feels right.”  That’s an actual request from a major media agency and a request that is contradictory, wasteful and silly.  The big idea is about change.  Changes that will make folks sit up and pay attention, share with their friends and crow about on Yelp, Foursquare, Twitter and Facebook.  What do these agencies really want?  Why ask for big when the desire and budget are small?  All the parties involved with bringing a product or service to market want change, but change is being resisted.  Individuals go to therapy for this sort of condition; can the advertising industry find help?  Stay tuned as I have an idea or two to run by you my loyal readers.