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Tag: John Hegarty

  • Bespoke elite jury for Star Re.Imagine Awards comprising Sir John Hegarty, Piyush Pandey, Raju Hirani, Vibha Rishi, Rahul Welde and V Sunil deliberate on May 26, 2018

    Bespoke elite jury for Star Re.Imagine Awards comprising Sir John Hegarty, Piyush Pandey, Raju Hirani, Vibha Rishi, Rahul Welde and V Sunil deliberate on May 26, 2018

    MUMBAI: Star India introduced the Star Re.imagine Awards this year, an award that will recognize creativity and innovation in the use of integrated media in advertising campaigns aired during the VIVO IPL 2018 on Star India Network & Hotstar.On Saturday May 26th a bespoke independent jury including advertising legend Sir John Hegarty, Piyush Pandey, acclaimed filmmaker Raju Hirani, marketing veteran Vibha Rishi, digital evangelist Rahul Welde and adman V Sunil deliberated on the winners. Over 300 campaigns by 120 brands were vying for the awards, these campaigns are the ones that were aired during the entirety of the VIVO IPL 2018 until Friday, May 25th, on Hotstar and the Star India Network

    The jury chose two top awards that cut across sectors, for ‘Best Creative’ and for ‘Best Use of Integrated Media’ that will be announced in June 2018. The awards will not only celebrate creativity but also recognize and appreciate teamwork. Two winning teams of 24 members each will be hosted for a premier global sporting event outside of India. The magnificent winning trophies have been designed by Europe’s pre-eminent glass artists Peter Layton, the award itself is a celebration of creativity and enduring art.

    Gayatri Yadav, President Consumer Strategy & Innovation, Star India, said, “Sports is a great platform to connect with consumers and the Star Re.Imagine Awards is about recognising great advertising that truly leverages the power of the biggest canvas of them all – the IPL. The awards celebrate inspiring creativity and the integrated use of television plus digital on display this season of VIVO IPL. I’m truly thankful to the bespoke talented jury – who painstakingly went through all the work, whose expertise, attention and focus on quality will help set the standard and build the Star Re.ImagineAwards as a brand for the future.”

    Sir John Hegarty said, “Instituting the Star Re.Imagine Awards has been a great idea because rewarding good work with recognition is the best way to keep the creative juices flowing. We’re judging and showing great, real work that’s been seen by the public who have responded to it in many different ways. This will encourage other clients to be brave and create work that stands out and engages. For me that is the more important part.”

    Piyush Pandey said, “I think Star Re.Imagine Awards is a fantastic idea. It’s a wonderful step that Star has taken in terms of encouraging creativity. I hope it will grow, become bigger and more attractive to people and give a boost to IPL advertising.”

    Acclaimed Filmmaker Rajukumar Hirani:  “It’s a good initiative because for anyone who is making any kind of films, ads or documentaries, if there is an appreciation of the work, it motivates them to do better. Star Re.Imagine Awards will give the opportunity to a whole lot of people to see the kind of good work that is being done in advertising.” 

    Marketing Veteran Vibha Rishi, “IPL is watched by hundreds of millions and IPL advertising is all about showcasing what you are capable of. It is a huge big platform for creativity and innovation. The Star Re.Imagine Awards will definitely go a long way in ensuring better quality and more imaginative work.”

    Adman V Sunil said “I think the Star Re.Imagine Awards is an excellent start. It will give the advertisers and creative people the next level of pressure to do better work. Hopefully, it will be a platform inspiring great work on a great scale.”

  • Sorrell’s exit could lead to a breakup of the large agency structure says John Hegarty

    Sorrell’s exit could lead to a breakup of the large agency structure says John Hegarty

    MUMBAI: He’s seen it all – print, radio, TV and now digital. With over six decades of advertising industry under his belt, John Hegarty has had the privilege of being knighted by the UK for his services. With early days at Saatchi and Saatchi (then called Cramer Saatchi) to co-founding global media agency, Bartle Bogle Hegarty (BBH), the septuagenarian is still as youthful and optimistic as he was in the 1960s.

    After co-founding TBWA, he teamed up with partners John Bartle and Nigel Bogle to launch Bartle Bogle Hegarty in 1982. The agency swiftly became one of the most talked about and awarded advertising agencies in the world.

    The advertising mogul was in Mumbai, India recently where he spoke his heart out about creativity and advertising industry at large. The creator of acclaimed campaigns for brands such as Levi’s, Audi, BA and Johnnie Walker, Hegarty thinks that brainstorming as a concept at the modern workplace can kill creativity. According to him, just 10 per cent of the creativity today is good and advertisers inflict that tiny amount on the audience. For him, the advertising industry has a great responsibility to shoulder.

    He first came to India 25 years ago to meet Piyush Pandey. Admitting that he isn’t a hardcore follower of Indian advertising, he still believes that Indian creativity is far better than other parts of the world. 

    Hegarty warned of the danger of globalisation that has led to a bland advertising world where ad execs and brand managers from one part of the country want to target the entire world with global campaigns rather than creating local campaigns. One reason they resort to this mass targeting is their constant search for cost-effectiveness. But they don’t realise that they lose out on communication efficiency. Instead, all ad work should be more representative or reflective of the local culture. 

    Hegarty’s response to nineteenth century Philadelphia retailer John Wanamaker’s famous oft-stated quip – ‘Half the money I spend on advertising is wasted; the trouble is I don’t know which half’ –  is that those who exclaim this don’t know what they’re doing. “Brands need to go out and converse with people. Advertising is all about conversations,” he said.

    “A brand is made not just by the people who buy it but also for the people who know about it.  Agencies today have forgotten that brands need to persuade the consumer and not promote the product. We have confused persuasion and promotion, persuasion will yield long-term results whereas promotion will only last for a short term,” he said.

    While the world lauds the power of digital, Hegarty thinks that brands and agencies are still in the dark about the best way to approach the medium. Light heartedly cracking a joke at his age, Hegarty said that he won’t be around long to watch machines take over man, referring to artificial intelligence increasingly being used to help take advertising and creative decisions. “Machine-made ideas are easy to recognise and it can’t get the nuances correct all the time.”

    A writer from BBH London recently publicly accused sports television channels group Sky Sports and its agency, Sky Creative, of ripping off a recruitment video. Hegarty was not disturbed by this theft and responded by stating that plagiarism will always happen in the industry where an artist is inspired by another and has happened forever and will continue to take place ad infintum. He added, “Everything gets plagiarised today and I don’t think we need a body to regulate it.”

    He rubbished the concept of the word ‘content’ calling content marketing a boring topic. “What exactly is content? My garbage bin is full of content. I wonder who invents these words! They are completely meaningless. I think content should only be informative and useful,” he said.

    A recent major shakeup in ad world was the departure of ad mogul Sir Martin Sorrell from WPP. Hegarty said that the legend’s eviction could be a harbinger of a fission of WPP and other ad behemoths.

    “With his exit, the talk is that the company will now be broken up and the groups are now also under threat because of the value they are giving clients. It could be a serious problem for them unless they get back to basics and the core of the advertising profession: focus on creativity.”

    Well said John!

  • ASCI to hold debate on relevance of self-regulation in advertising

    ASCI to hold debate on relevance of self-regulation in advertising

    MUMBAI: In line with its commitment to self-regulation in advertising on different platforms, the Advertising Standard Council of India (ASCI) is presenting a platform for industry stalwarts and key stakeholders to deliberate, discuss and challenge the fraternity on the importance and the relevance of self-regulation in today’s world. ASCI has organized a festival of debate on “Creativity, For Goodness’ Sake” on 20 March 2015 from 3 pm onwards. It will be held at The Taj Land’s End in Mumbai.

     

    The objective of this event is to create and present an engagement platform to uphold creativity, which is not only exciting and memorable but with a conscience; based on the premise that there is a critical need to create awareness, belief and advocacy for the very concept of self-regulation in advertising. 

     

    The festival will have global speakers namely BBH creative founder John Hegarty, Unilever SVP marketing Marc Matheiu, P&G managing director Shantanu Khosla, and filmmaker Rajkumar Hirani.

     

    At the centre of the festival will be a debate on the parameters of creative expression in advertising with speakers drawn from the top echelons of the creative industry, advertisers and consumer activists. Industry Stalwarts like Ogilvy & Mather India and South Asia executive chairman and creative director Piyush Pandey, Future Brands CEO and MD Santosh Desai, Standard Chartered Bank global head of brand and CMO Sanjeeb Chaudhuri, and Provocateur Advisory director Paritosh Joshi, will be part of the panel discussion which will be moderated by Anish Trivedi. The debate will rake up issues on creative freedom and much more.

     

    ASCI chairman Narendra Ambwani said, “Encouraging self-discipline by the creators of advertising, has been one of the key priorities chalked out for the year 2014 – 2015. As the chairman of ASCI, I believe that by promoting ASCI’s guidelines more vigorously among advertisers and creative agencies the new advertisements released will meet ASCI’s standards at the creative stage itself. This would help eradicate false and misleading claims in ads and very importantly serve the need of the hour – safeguarding consumer interest and reinforcing public’s confidence in the advertising industry. Working towards this cause of promoting the spirit of self – regulation, we here at ASCI have all come together to create a one-of-a kind festival of debate – Creativity for Goodness’ Sake! Through this unique engagement platform we aim at a fairly high powered and intellectually stimulating event for all stakeholders involved in the process of communication with consumers.”

  • Publicis Group buys out BBH

    MUMBAI: A wave of consolidation is sweeping across global media agencies. France-based media communications conglomerate Publicis Groupe has taken full control of Britsh creative agency Bartle, Bogle Hegarty (BBH), acquiring its remaining 51 per cent stake for an undisclosed amount.

    In a separate deal, Publicis has also gobbled up Brazilian idea shop NEOGAMA/BBH, buying out the founder and chief creative officer Alexandre Gama‘s 64 per cent stake. The balance 34 per cent was held by BBH.

    NEOGAMA/BBH, which ended 2011 with a revenue of 42.2 million euros, will retain its name and continue to be led by Gama. Triacom and Made in Moon, the two affiliate agencies that provide digital and retail consulting services respectively, have also become part of Publicis Groupe through this deal.

    Post the acquisition, Gama will succeed BBH founding partner Sir John Hegarty as worldwide chief creative officer (WCCO) and group chief executive officer Simon Sherwood will take over as group chairman. Gwyn Jones will be group chief executive officer and Neil Munn, who is currently Zag (BBH‘s brand ventures company) CEO, has been given additional responsibility as group chief operating officer. The founding partner duo of Bogle and Hegarty will continue their roles in the creative sphere, but will not be actively involved in the executive functions at the agency. Bogle will also be involved in coaching and mentoring the new management team.

    The Board of the BBH holding company will consist of three members of the Publicis Groupe Management Board – Maurice Lévy, Jean-Yves Naouri, and Jean-Michel Etienne along with ZenithOptimedia global CEO Steve King, Bogle, Hegarty and Sherwood. This board will delegate full responsibility and authority for the day-to-day management and operation to a BBH Global Management Team led by Gwyn Jones.

    Publicis Groupe chairman and CEO Maurice Lévy said, “These transactions will enable the unification of the BBH network. Publicis Groupe has been a good partner to BBH and NEOGAMA/BBH over the past ten years; we‘ve managed to understand the rare and special company ethos of BBH, its symbol (the black sheep) and its community of men and women, who are recognized as some of the best professionals in our industry. Faithful to our motto, ‘Viva la Difference,‘ we have decided, together with Nigel, John and Alexandre, to engineer an integration that will preserve and protect their specific culture, their working methods, and the characteristics of the agencies through an approach of ‘autonomy inside‘ the Groupe. BBH‘s management will continue to be independent and the network will develop in its own way, in its own style, while benefiting from the support of Publicis Groupe‘s resources to accelerate its growth both geographically and via the expansion of its capabilities into more diverse areas.”

    BBH, founded in London in 1982 by John Bartle, Nigel Bogle and Sir John Hegarty, had reported revenues of 112.2 million euros (excluding Brazil) in 2011. The agency employs close to 1000 people worldwide and has to its credit many iconic campaigns like Audi‘s “Vorsprung durch Technik”, Johnny Walker‘s “Keep Walking”, British Airways‘ “To Fly. To Serve”, Axe Deodorant‘s “The Axe Effect” and the most recent “The Web is what you make of it” for Google.

    Bogle said, “The decision was very clear. We were looking for an opportunity that would ensure that our agency maintained a high degree of autonomy and could continue to abide by the values characterised by the black sheep. The key point for us was the preservation of our operational independence in managing the BBH brand, which has produced almost uninterrupted growth for thirty years. The new ownership not only ensures our autonomy, but brings us considerable advantages through Publicis Groupe‘s resources and global infrastructure.”

    Hegarty added, “Creativity is at the very heart of BBH. The quality of our work and the people who produce it have always been central to our success and will continue to be so into the future.”

    Headquartered in Sao Paulo, with an office in Rio de Janeiro, NEOGAMA/BBH was founded in 1999 by Gama and today employs a staff of approximately 270. In 2002, the agency merged with BBH.