ONE IDEA. EVERY CHANNEL.
A single creative thread that can flex across ads, website, email, social, retail, sales and content without becoming repetitive.
BIG IDEA CREATION / MIP PHILLIPS
WHAT IS THE
ONE IDEA YOUR
BUSINESS
CAN OWN?
I create the BIG IDEA that gives your marketing one clear spine — and turn it into powerful creative campaigns, from concept through to execution.
From positioning and messaging to campaign concepts, websites, content, launches and the work itself. The goal is not another campaign idea. It is an idea strong enough to organise everything around it.
400+
BRANDS WORKED ON
From global names to ambitious challengers.
30+
YEARS OF CREATIVE LEADERSHIP
Strategy, ideas, campaigns and execution.
END-
TO-END.
TO-END.
IDEA THROUGH EXECUTION
From the thinking to the finished work.
THE DIFFERENCE
NOT A
TAGLINE.
NOT A
CAMPAIGN.
A PLATFORM.
A BIG IDEA is the thought that makes everything else easier to create. It gives the business a point of view, the campaign a direction and every channel something recognisable to repeat.
It can shape the message, visual language, website, advertising, content, sales material, launch and behaviour of the brand. Instead of creating disconnected marketing activity, you start building memory around one idea.
And because I can stay with the work through execution, the idea does not get handed over and diluted. It can be built properly.
ONE IDEA.
MANY EXECUTIONS.
SAME MEMORY.
WHY THIS MATTERS
IDEAS THAT
MOVE PEOPLE.
AND NUMBERS.
Most marketing gets weaker as more channels are added. A strong BIG IDEA does the opposite – it gets stronger through repetition.
BUILT TO BE REMEMBERED.
Distinctive language, visual devices, behaviours and creative moments that help people recognise the brand faster.
BUILT TO DO A JOB.
The idea has to earn attention, sharpen meaning and make the next action easier – not just look interesting in a presentation.
WHAT YOU GET
FROM THE
IDEA TO
THE WORK.
The scope flexes around the project. Some clients need the platform. Others want me to take it all the way through to execution.
01
Creative platform and BIG IDEA territories
Strategic creative directions with example lines, hooks and visual thinking.
02
Positioning and messaging
Core proposition, message hierarchy, hooks and language people can actually understand and remember.
03
Distinctive creative devices
Repeatable visual and verbal assets that give the idea recognition across channels.
04
Execution across channels
Campaigns, websites, content, launch assets, sales material and creative direction as required.
05
Rollout direction
A practical plan for where the idea goes first, how it scales and how to keep the work consistent.
HOW I WORK
FROM PROBLEM
TO PLATFORM.
TO EXECUTION.
FIND THE REAL PROBLEM
I get underneath the brief, the audience, the category and the business pressure to understand what actually needs solving.
BUILD THE BIG IDEA
I create and pressure-test territories, messages, hooks and visual directions until there is one platform strong enough to lead.
TURN IT INTO THE WORK
I can stay with the project through campaign development, brand, website, content, launch and execution so the thinking survives contact with reality.
RELEVANT WORK
BIG IDEAS.
REAL IMPACT.
Three examples where one central idea gave the work a stronger spine and something memorable to build from.
VOLVIC TOUCH OF FRUIT
A clear creative proposition and platform that helped the product become a category benchmark.
VIEW THE WORK ↗
PURE POM
Two brand territories designed around scalable creative platforms, including Pomology.
VIEW THE WORK ↗“
Mip created an amazing online marketing campaign with a BIG IDEA. His capability, speed and strategic clarity were mind-blowing. It was our most successful campaign ever.
Founder, The Transformationalist
FREQUENTLY ASKED QUESTIONS
THE QUESTIONS
PEOPLE USUALLY
ASK.
HOW FAST CAN WE GET TO A BIG IDEA?
Typically 2 to 4 weeks depending on scope,
access and inputs. For launches or urgent
projects, the process can be accelerated.
DO YOU EXECUTE AS WELL AS CREATE?
Yes. I can take the thinking through
campaign, website, content, brand,
launch and creative execution,
working directly or with your team
and partners.
DO WE HAVE TO KNOW EXACTLY WHAT WE NEED?
No. You can bring me a brief, an idea,
a project, a blockage or simply the feeling
that the current marketing is not working
hard enough. Diagnosing the real issue
is often the first part of the job.
TALK TO MIP™
WANT TO PRESSURE-TEST THE THINKING FIRST?
TRY IT WITH
TALK TO MIP™.
Talk To MIP™ is the AI creative intelligence platform I built to pressure-test positioning, messaging and BIG IDEAS before money is spent making the wrong thing bigger.
NEXT STEP
NEED THE IDEA
THAT MAKES
EVERYTHING
ELSE STRONGER?
Bring me the brief, the business problem, the launch, the half-formed idea or the blank sheet of paper. We can work out what the BIG IDEA needs to be – then build the work around it.