Why creating the long idea can be tough.

The Australian spoke with Chief Creative Officer, Alex Derwin, about the challenge of Long Ideas. Derwin explains why long ideas by definition should be measured across the long term rather than short, and that a lasting platform should have enough scope to be able to continue to generate new, interesting and relevant work and stay fresh over years.

“Creating a new brand platform is like a mountaineering expedition – it can be gruelling, you get lost and disorientated, and behind every tree there’s the potential for something to jump out and take a bite out of your strategy”, said Alex Derwin.

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