September 12, 2023

Ep.

99

55:43

MIN

The business of creativity - Sir John Hegarty

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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. About Sir John HegartyHe 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.

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Creators and guests

Jon Evans

Host

Jon Evans

Host of Uncensored CMO

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Timestamps

Intro

Why clients want to see ads

Sir John Hegarty’s top 5 ads

Ad 1: Audi - Villas

Ad 2: K Shoes - Creak

Ad 3: Levi’s - Launderette

Ad 4: Xbox - Champagne

Ad 5: Levi’s - Flat Eric

Has advertising got too serious?

The secret to pitching to a more rational audience

How to make the most of your agency relationship

Improving the brief

Have we lost the art of brand building?

The business of creativity

Collaborators on Sir John’s Course

The production of the course

The legacy of Sir John Hegarty

The format of the course

Why training is important

The case for creatives in leadership

How would Sir John Hegarty launch a new agency

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