The BBH co-founder and one of the world’s most awarded ad men on maintaining a long creative career and avoiding ‘McCartney syndrome’
One of the advertising world’s most celebrated contrarians, Sir John Hegarty is still railing against conformity after more than 50 years at the forefront of the industry. The co-founder of ad agency BBH and creator of acclaimed campaigns for brands such as Levi’s, Audi, BA and Johnnie Walker, Hegarty believes that the propensity for groupthink in the modern workplace can kill off creativity.
“No great idea has ever come out of a brainstorm meeting,” Hegarty says. The trouble with brainstorms, he believes, is that they operate at “the speed of the slowest person in the room”. “Einstein didn’t work in a brainstorm session,” he adds. He sees parallels between brainstorming and communism. “Germany got the BMW, while East Germany got brainstorm sessions and the Trabant. Who wants a fucking Trabant?”
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It doesn’t matter how great your idea is, within no time at all somebody will have copied itContinue reading...
from Advertising | The Guardian http://ift.tt/2tkv8gB