The business of creativity - Sir John Hegarty

Episode details

Advertising legend Sir John Hegarty returns to the podcast to discuss why he created a course focused on the business of creativity. If you've listened to the podcast before you'll know how important I think creativity is to drive business results, and so when Sir John announced he was creating this course, I had to get him back on the podcast to discuss.

Learn more about the course here.

About Sir John Hegarty
He was a founding partner of Saatchi and Saatchi in 1970. And then TBWA in 1973. He founded Bartle Bogle Hegarty in 1982 with John Bartle and Nigel Bogle. The agency now has 7 offices around the world. He has been given the D&AD President’s Award for outstanding achievement and in 2014 was admitted to the US AAF Hall of Fame.

John was awarded a Knighthood by the Queen in 2007 and was the recipient of the first Lion of St Mark award at the Cannes Festival of Creativity in 2011. John has written 2 books, ‘Hegarty on Advertising - Turning Intelligence into Magic’ and ‘Hegarty on Creativity - there are no rules’.

In 2014 John co-founded The Garage Soho, a seed stage Venture Capital fund that believes in building brands, not just businesses.

Timestamps

00:00 - Intro
01:37 - Why clients want to see ads
05:52 - Sir John Hegarty’s top 5 ads
06:47 - Ad 1: Audi - Villas
07:41 - Ad 2: K Shoes - Creak
08:41 - Ad 3: Levi’s - Launderette
11:24 - Ad 4: Xbox - Champagne
12:06 - Ad 5: Levi’s - Flat Eric
17:16 - Has advertising got too serious?
20:22 - The secret to pitching to a more rational audience
23:58 - How to make the most of your agency relationship
26:34 - Improving the brief
29:45 - Have we lost the art of brand building?
33:46 - The business of creativity
39:39 - Collaborators on Sir John’s Course
41:41 - The production of the course
44:33 - The legacy of Sir John Hegarty
47:26 - The format of the course
48:15 - Why training is important
50:29 - The case for creatives in leadership
52:36 - How would Sir John Hegarty launch a new agency