There is a turf war for communications ideas. And every type of agency - from advertising, to media, to PR - believes they are best-equipped to provide the kind of genre-busting solutions that client campaigns live and die by.
With this in mind, PRWeek has launched a new project to genuinely test how well different agencies can respond to a client's need for a strong, media-neutral communications solution. The result is the Big Idea project, run in conjunction with the NSPCC.
The charity body has put its 2010 Helpline marketing brief up for grabs. Four agencies from different disciplines are pitching for the business: MindShare, Publicis Modem, Porter-Novelli and Lida.
NSPCC director of comms John Grounds explains why the project makes such sense for clients looking for cut-through in today's fragmented media landscape. Over the next week, PRWeek.com videos will feature each agency describing why its discipline knows best.
The result of the pitch will eventually be revealed in the 25 September issue of PRWeek.