John Hegarty: Here is What’s Wrong with the Modern Ad Industry

1. John Hegarty: Here is What’s Wrong with the Modern Ad Industry The co-founder of TBWA London, the main shareholder of Saatchi & Saatchi and the advertising giant on his own, Sir John Hegarty 's innovative perspectives have always been respected. He is also the legend behind the famous British advertising agency Bartle Bogle Hegarty (BBH) and has been part of a variety of exhibits, interviews and radio shows for his undisputed advertising and artistic services. BBH has been the market pioneer with many laurels and credit scores. Since 1965, Hegarty 's lessons have been the cornerstone of a series of seminal and revolutionary marketing campaigns such as Levi's, Audi, Phileas Fogg, Axe, Johnnie Walker, The Guardian Three Little Pigs TV advertisements, and

2. Volkswagen, among others. Winner of numerous awards at D&AD, British Television and Cannes, Hegarty was the first recipient of the inaugural Lions Award at the Cannes International Festival and also a knight of Queen Elizabeth II for her impeccable work. Here's an excerpt from his AdAge interview, where he stresses how Cannes is losing concentration and brand value with data overdependence. He exemplified how this occurs with a quantifiable number of Grand Prix prizes that are not based on artistic creativity but on earnings. As he presents the myths of the industry today, he also offers examples of flawless and innovative advertisements that have been the test of time. Ad Age's interview with John Hearty. Brian Braiker Credit: Brian Braiker Had it been out of control? It's a machine for making money. And that's always the way you encourage the accountants to drive the business. Everything they're doing is going to profit. Of course, profit is important, but you end up weakening the integrity of the brand. You also regretted the growing role that data and technology also played in the creative process. I was accused by Martin Sorrell of being a dinosaur because someone said, "Hegarty doesn't believe in info," which is not true. Data is of fundamental significance. One of the greatest storeys ever told, the Nativity, came from data collection, didn't it? You have to note that the role of a brand is also to convert. In other words, with targeting, are advertisers preaching to the converts? This isn't that. It's a lazy way of marketing: "Look at the data, what do the data tell us? It's a manual of guidance! "No, this is not an instruction manual. "Those people" were the brand itself and also the agents of the brand? If I say "Rolls Royce" to you, you say, "Ooh! "You probably won't buy one, but by talking to a large audience that knows what your brand is all about, you become part of society. Have you seen some of the work at the Palais this year?

3. No, I just got here, but most of it's a scam anyway, so I can't be asked. Out in the past, then. You said that the Nativity was the initial, data-informed creative. You look at the Ten Commandments, some of the most lasting "material" ever, and they were written on stone. It's the oldest medium. It's exactly. The biggest brand in the world is the Catholic Church. This is the best logo. There's a lesson in marketing. The argument is: two thousand years, there are still some issues. Where are you going to be in 2,000 years? The original article is published here: https://bit.ly/2S3L2u9