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In the marketing and advertising world, ideas used to have a simple function: they either informed or they entertained.

But today's advertisers are looking for something more. They are looking for ideas that will actively change consumer behavior - a far more daunting and complex challenge.

Advertisers have begun to think globally and their brands have diversified dramatically. So have agencies. Alongside the traditional advertising agencies, there are media, brand, PR, below-the-line and dozens of other niche specialist agencies. And the media world has experienced a similar explosion of channels, enabling consumers to take control of the way they access information.

Within this changing landscape, a more sophisticated portfolio of ideas has evolved: ideas that can enhance and develop consumer relationships, work in any media environment and, crucially, deliver precise results.

Communication ideas are here.

We have created this booklet to define communication ideas. It outlines a practical 'road map' for advertisers and marketers to identify and assess which types of communication ideas are best for a brand to compete in a noisy, confusing and competitive market.