"It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea"

This quote by David Ogilvy emphasizes the importance of having a concept in order to catch the attention of consumers and get them to purchase your product. Without a concept, your advertising will be rapidly forgotten and will not have the desired result. Ogilvy suggests that only a little portion of campaigns contain a big idea, which further highlights the value of having an unique and imaginative concept in order to stand apart from the competitors. This quote acts as a pointer to organizations that they need to believe outside package and come up with a concept in order to succeed.