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Each year in Australia there are many ‘award’ programs within the advertising and broader marketing communications industry. The IAA BIG IDEA is different in two critical ways. Firstly, it is an undergraduate students' award competition, designed to foster the talents of the next generation of communication professionals, in line with the IAA’s on-going commitment to professional development. Secondly, the client is a "real-life" respected organisation that will truly appreciate the work produced by the student teams and offers the potential to take their efforts to market implementation.

IAA BIG IDEA clients have consistently acknowledged and praised the creativity and high quality of workable ideas they received from student teams since its inception in 2003.

Students are invited to devise a marketing solution for a 'real-life' client, working in agency-style teams to develop a fully integrated communications solution to a 'real-world' business challenge. In response to the client brief, the teams deliver an end to end plan from the research stage to the creative concept, right through to the final presentation of their ‘Big Idea’. The winning ‘Big Idea’, as well as all the other 'big Ideas' submitted by the students, are made available to the client with the potential for market implementation. 

The IAA BIG IDEA Challenge is designed to challenge students to:

  • Work in agency-style teams

  • Produce a marketing solution to a 'real-world’ business challenge for a ‘real-life’ client

  • Develop integrated concepts across all mediums, from research and strategy development to creative conceptualisation and presentation standard

  • Be professionally evaluated by a judging panel of respected industry professionals as well as representatives of the client and the support partner organisations



 IAA BIG IDEA is a unique Australian national student competition that provides hands-on integrated marketing communications campaign development experience for undergraduate students at universities and tertiary education institutions which conduct advertising and marketing communication courses and programs. Initiated in 2003, the IAA BIG IDEA has attracted entries from right around Australia over the last 16 years. We invite you to take up the IAA BIG IDEA challenge and participate in the competition.



Our sincere appreciation to this year's IAA BIG IDEA Competition partners for their leadership in supporting this IAA initiative to foster the professional development of the upcoming talent in the marketing communications industry and their trajectory as the practitioners of tomorrow:

Coca-Cola as Client Partner, ThinkTV as Planning Partner and Mumbrella as Media Partner have taken up this opportunity to support the student teams to sharpen their skills and talents in career development as practitioners in our dynamic industry.


Presented by


Client Partner

Planning Partner

Media Partner