Uncensored CMO13 Sep 2023

The business of creativity - Sir John Hegarty

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

Denne episoden er hentet fra en åpen RSS-feed og er ikke publisert av Podme. Den kan derfor inneholde annonser.

Episoder(279)

How YouTube built the creator economy and how brands are still missing out - Pedro Pina, YouTube

Pedro Pina, VP of YouTube for Europe, the Middle East and Africa, joins us to explore how YouTube helped create the creator economy and why so many brands are still failing to take full advantage of i...

22 Jul 0s

The creative revolution inside the worlds most dull category - Novartis CMO, Gail Horwood

Novartis CMO Gail Horwood joins Janet Balis, Managing Director & Senior Partner at BCG, to explore how one of the world's largest pharmaceutical companies is redefining healthcare marketing.Fresh from...

20 Jul 0s

Why creativity matters more than ever in the age of AI - Adobe CMO, Lara Balazs

Lara Balazs, CMO of Adobe, joins us to discuss what it takes to lead one of the world's most influential creative brands through a period of enormous change.From Adobe's presence at Cannes to the rapi...

15 Jul 41min

OpenAI on what every CMO needs to know about AI with BCG

In this episode, Mark Abraham, Managing Director and Senior Partner at BCG, joins Elke Karskens, Head of International Marketing at OpenAI to explore how AI is already transforming marketing and what'...

13 Jul 41min

Byron Sharp vs Mark Ritson - 5 big marketing truths we agree on

For years, Mark Ritson and Byron Sharp have been two of the most influential and most opinionated voices in marketing. They've challenged each other's ideas, debated strategy, and helped shape how an ...

8 Jul 1h 26min

The Google approach to marketing in the age of AI (with Google and BCG)

In this episode, Josh Spanier from Google and Lauren Wiener from BCG join us to discuss how AI is transforming marketing, organisations, and the role of the CMO. From navigating the AI hype cycle to b...

6 Jul 46min

The Startling Power of Surprise with Adam Morgan

Adam Morgan, founder of eatbigfish and co-creator of The Cost of Dull, joins us to explore why surprise is one of the most powerful tools available to marketers. Drawing on new research unveiled at Ca...

1 Jul 45min

The real 4 P's of the CMO with Susan O'Brien (Just Eat)

Suso O'Brien, former CMO of Just Eat, joins us to discuss what the role of the modern CMO really looks like. Drawing on her experience helping scale Just Eat and the findings from a new CMO survey con...

24 Jun 58min