There was no way I would ever run in Nikes

There was no way I would ever run in Nikes

Sir John Hegarty on the current state of creativity

Sir John Canada Goose Parka Hegarty has been coming to the Cannes Lions Festival of Creativity since 1989, when he first served cheap Canada Goose as a juror. “Of course it was just one Grand Prix,” he says. “It was film, that was it.”

Times have changed. Hegarty hasn’t, much. He is here, again, in town this week to tout “Feed our Future,” a new global campaign for the United Nations World Food Programme done in conjunction with SAWA, a global trade body of cinema advertising companies.

A founding shareholder in Saatchi Saatchi and a co founder of TBWA London before starting Bartle Bogle Hegarty in 1982, Sir John has himself been behind hall of fame work for Levi’s, Volkswagen and Audi. Never shy about his opinions, Hegarty took the opportunity of yet another Cannes Lions to share a few thoughts on the current state of creativity with Ad Age.

It’s a moneymaking machine. And that’s always the way when you allow the accountants to drive the company. All they do is go for profit. Of course profit is fundamental, but you end up undermining the value of that brand. Many awards Canada Goose Online schemes have done that. I don’t think that Cannes is the only one guilty of that. It’s become you don’t need me to tell you, walk up and down the Croisette it’s become a tech festival, not a creative festival.

You’ve bemoaned the increasing role data and tech have played in the creative process.

canadian goose jacket I was accused by Martin Sorrell of being a dinosaur because somebody said “Hegarty doesn’t believe in data,” which is not actually true. Data is fundamentally important. One of the greatest stories ever told, the Nativity, came out of data collection, didn’t it? You’ve got to remember a brand’s job is also to convert. you’ve gotta go out and throw your net wide. How do I know who’s going to like what I’m selling? canadian goose jacket

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canada goose coats It’s not that. It’s a lazy way of marketing: “Look at the data, what does buy canada goose jacket the data tell us? It’s an instruction manual!” No, it’s not an instruction manual. You’ve got to think about canada goose factory sale how you’re building the values of this brand. I know I’m boring and I say this all the time, but a brand is made not only by the people who buy it but also by the people who know about it. canada goose coats

canada goose “Those people” being the brand itself and also agents of the brand? canada goose

If I say to you “Rolls Royce,” you say, “Ooh!” You’re probably not going to buy one, but by talking to a broad audience who understands what your brand is about, canada goose clearance you become part of culture. We are forgetting that part of advertising’s function of course is about effectiveness, but it’s also helping that brand become a Canada Goose online part of culture.

Canada Goose sale Have you seen any of the work this year at the Palais? Canada Goose sale

canada goose store No I just got here but most of it is scam anyway so I can’t canada goose uk black friday be arsed. canada goose store

Canada Goose online Meaning it’s work just created to win uk canada goose outlet awards? Canada Goose online

Canada Goose Outlet Yeah. I didn’t come here to look at somebody’s portfolio. I mean, fine, if you say to me, “This is the portfolio section,” then fine I’ll go and buy canada goose jacket cheap have a look at it. But when you pretend that this is a piece of advertising that had an impact on the marketplace, forget it. Canada Goose Outlet

canada goose clearance sale Last year the talk was all about Fearless Girl. There doesn’t seem to be a corollary this year. canada goose clearance sale

I’ll get provocative here again: Fearless Girl did what for the brand? I don’t know what brand it was associated with. We’ve lost connection. We’ve confused persuasion with promotion. Everybody got hugely excited about the canada goose coats Nike FuelBand 10 years ago. I thought it was a brilliant promotion. I used to be a runner. There was no way I would ever run in Nikes. New Balance, yes. I don’t care how many FuelBands you create, I won’t buy them. I don’t think you make a great running shoe. You have to persuade me.

canada goose clearance So what would it take to persuade you to buy a pair of Nikes? canada goose clearance

cheap Canada Goose You’ve got to persuade me the technology behind your running shoe is that it makes running better and safer for me. That takes a canadian goose jacket long time. cheap Canada Goose

buy canada goose jacket cheap What I constantly hear is a debate about what technology is doing, not what our audience wants to listen to. I had a conversation, lovely guy, an ex client of ours who now does digital media for Jaguar Land Rover and he says, “You know, John, I’ve got to be uk canada goose on all the time. I walked away and I said, ‘Why? Who says you have to be on all the time?'” Facebook will tell you that. Google will tell you that. It serves their interests, not yours. We’ve drunk the Kool Aid buy canada goose jacket cheap

Canada Goose Jackets What do you make of consultancies canada goose clearance sale moving into the agency space? Canada Goose Jackets

canada goose coats on sale Why shouldn’t canada goose uk outlet these people get involved? Unless you understand how to convert that into a Canada Goose sale communications program that stands out in the marketplace, then what’s the point? The canada goose uk shop trouble is agencies are their own worst enemies and are not very good at establishing a trusted rapport with clients. canada goose coats on sale

buy canada goose jacket To what extent does the holding company model get in the way of that relationship? buy canada goose jacket

It’s probably a busted model. It’s not really answering the needs of clients. Clients can do so much of what holding companies did with media, with data, with data analysis. We Canada Goose Coats On Sale had that big report showing that holding companies were not being transparent. So clients look at agencies and holding companies as being people who can’t really trust. Agencies and holding companies should know that the foundation of the brand is trust. So I can’t see a future for the holding companies. Over the next 15 years I think you see a complete realignment and a breaking up.

Canada Goose Parka What do you think of what Martin Sorrell is up to? Canada Goose Parka

I think he’s got all kinds of problems. cheap canada goose uk Over to him, really. When you say “models,” what kind of models do you mean? [Laughs.] Let’s hope they remain business models. It’s a shame what he thinks he’s going to do. He looks like somebody who’s trying to have revenge and as we know that’s a dish best canada goose eaten cold. He should go off and do something else. He had a very good run. My only prediction about the future is creativity.

canada goose black friday sale You mentioned the Nativity being the original data informed creative. You look at the Ten Commandments, some of the most enduring “content” ever, and it was written on stone. The oldest medium there is. canada goose black friday sale

Exactly. The greatest brand in the world is the Catholic Church. Best logo. Every lesson in marketing is there. The point is: Two thousand years, some problems, still going. Where will you canada goose outlet be in 2,000 years.

Yazar: Admin

Yayınlanma Tarihi: 06 Eylül 2014

Kategori: Genel

Görüntüleme: 110 Defa


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