‘How to have a big idea and make it happen’, was designed to be something that people felt they had to read. A book with high production values that prospective clients would feel guilty about throwing in the bin – where most agency brochures end up.The book takes the reader on a visual tour of 80 Charlotte Street, introducing the people and the big ideas that they create.The copy was split into two.

A factual piece on every spread that delivers key communication points quickly and concisely. Complimented by a piece that tells the reader how and where to look for a big idea that’s right for them.

The brochure was intended to initiate a change in the mindset of the market place. No response was requested other than for clients to consider Saatchi & Saatchi next time they needed a big idea.To gauge success we took a sample of 25 names from all of the brochures sent out. Almost all felt that the communication had opened their eyes to the way the agency now worked and to the big ideas it produces.Now, after just six months the results are beginning to reflect a more tangible change, with over £50 million worth of new business already generated.