Big Ideas That Work is a manually curated library of advertising tactics backed up with a vast range of campaign examples, both old and new, awarded and not.
What's the advantage of the BITW database?
Most campaign databases are organised around brands, categories and case studies. Useful if you want to find something to look at.
BITW is organised around the tactics and mechanisms that made the work work. So instead of asking AI, “What campaigns are like this?”, you can ask much more useful questions:
What kind of problem have I actually got? What creative move might solve it? And where has that move worked before?
In other words, less inspiration safari.
More usable precedent.
Do you offer refunds?
Short answer: no. Every article on this site was written primarily by an Engine, so in effect the site is one long product demo of the thinking available to you. Plus, we offer several free editorial tactic series for you to read before committing to a paid membership. For that reason, we don't offer refunds once you've decided to purchase.
Who's behind this site?
George Webster, a content marketing consultant based in the UK. He's worked on no cool brand accounts, has won no creative awards and has no tattoos.
What he does have is over fourteen thousand catalogued ads and a decade-long obsession with working out why they worked. He's certainly no thought leader, but fortunately that's not what is needed to crack AI's creative-thinking problem. What is needed is someone willing to do the unglamorous work of curating the world's best campaigns into tactical containers that AI can actually learn from. Fortunately, that's the kind of gnarly content work George has been doing for a long time.
Is this site written by AI?
Every tactics article on this site is written by AI, using the thinking engines as its primary source. So the writing is a live demonstration of what the tools produce (and what you could produce).
That said, George, the founder, edits and reviews every article before it goes live. Which means any overzealous use of 'em dashes, or any slightly breathless closing sentence that you spot - that's on him, not the AI. He offers his apologies in advance.