The Big Idea. It’s always been the ultimate goal of marketing communications: the idea that perfectly encompasses a brand’s personality while connecting with consumers in a way that ultimately generates transactions. Brands remain on the never-ending quest for the Big Idea. As the media landscape and technology transform the way consumers receive information, increasingly it’s public relations fi rms that are clients’ partners on that quest. “Today what we see is a lot more jump ball,” says Harris Diamond, CEO of Weber Shandwick. “Clients are inviting digital fi rms, advertising agencies, PR fi rms to the table. And PR fi rms are in the best of all worlds,.
