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Hegarty On Creativity
By: Dwayne W. Waite Jr.
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If you are a regular reader of our postings, you will already know that we are quite the fans of the "oldheads" of advertising.

Ogilvy. Bernbach. Burnett. Reeves (recently). Goodby.

Today, we watched a short video on John Hegarty of BBH, and we were impressed.

BBH was instrumental in bringing the Levi Jeans brand to the international limelight. It helped the brand introduce its black jeans, and assisted in the promotion of the 501 Levi line.

Hegarty, the founding creative director of the agency, had some very interesting quips about creativity in a BBC video called "Meet the Author," a short video also found on the AOL On Network.

First, he spoke about the identity of the agency. In the video, he said that a good agency "let the creativity define the philosophy." 

Ah, the simplicity.

Yes, when the agency started doing and winning more work, the group figured out that they were a little odd. When others zigged, they zagged. Some few decades later, BBH is doing all right.

Next, Hegarty mentioned the sources of creativity. The man cannot stand those people walking around with headphones. He thinks they are missing out on precious opportunities to pair sounds and experiences.

We totally agree. How many times have you heard a sound in the distance and you drum up scenarios in which that sound may have occurred? How many times have you seen something happen to someone, and either imagined the next sequence of events, or the soundtrack? 

Sorry Dre, but Beats and the like are stiflers of creativity.

Finally, Hegarty touched on creativity and technology. He mentioned that he was displeased with the creativity of today because of the "creativity deficit" that is currently in our environment. Basically, the digital tools we have available today are awesome, yet we still have little idea how to properly use them.

All in all, a fantastic eight minutes of listening to a living advertising legend. We hope you agree.


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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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