How much does a good idea cost?

£3.94 by my reckoning.

The best piece of advertising advice I ever got was from a Creative Director in London called Al Midgley. Top bloke. He said “A pencil and a piece of paper costs roughly the same in the North of England, Scotland, Wales and Northern Ireland as it does in London. That’s all you need to have an idea.

The rest is up to you.” Big budgets only polish big ideas. Often bad ones too. But small budgets can force us to be more creative and inventive. I love working on small budget campaigns as it forces us to think sharper, look wider and be a bit more entrepreneurial. That’s what businesses with small budgets want. It’s how they think. It’s only natural that the best thinkers get the best budgets. And we’ve been lucky to get one or two nice ones over the years. But when it comes down to it, great ideas scribbled on a napkin are still great ideas, budget or not. The idea is everything. The pencil scribble on the piece of paper, king. Everything else is just production.

Pencils from £1.40 for 5 click here

Paper from, 400 page refill pad for £2.54 click here


Jaime Steele

Jaime specialises in brand strategy, creative concepts, naming strategies, digital media marketing and technical project management. He has a strong background in delivering and managing social media and digital marketing campaigns for both small start-ups and blue chip companies.

He has also worked with many top professional athletes, advising on personal branding, sponsorship and social media.