Bold
In a Nutshell
Bold is an expression used for ideas that are unconventional, attention-grabbing, and risk-taking. In theory: a boundary-pushing approach. In practice: the idea the client loves in the meeting but abandons at approval.
What It Really Means
Bold ideas are much loved in agency presentations. Everyone says, "this is exactly what we need." Then when the work reaches the decision stage, the courage slowly diminishes.
A bold idea requires not just liking from the brand, but ownership. Because you need to stand behind bold work.
It's easy to call an idea bold. It's hard to publish it.
In agencies, most bold ideas live in pitch decks. The ones that make it to real life are usually those that found a truly bold client behind them.