John Hegarty

"An idea is a thought or plan formed by mental effort"

Bartle Bogle Hegarty (BBH)

In 1982 John co-founded Bartle Bogle Hegarty. In the first two decades of BBH's history, John was responsible for famous campaigns for Levi's such as the famous "Launderette".

Just how effective is John Hegarty company BBH and associates?

• 'Vorsprung Durch Technik' for Audi was introduce by BBH
• First to pick a young model/actor called Brad Pitt to star in a commercial
• Pioneered the importance of music for Levi's
• BBH now has offices in London, New York, Singapore, Tokyo, Sao Paulo & Shanghai

Awards

• Two D&AD Golds, six Silvers, Cannes Golds and Silvers, and British Television Gold and Silvers. He was awarded the D&AD President's Award for outstanding achievement in the industry.
• In 2005 the International Clio Awards awarded him with the very prestigious Life Time Achievement award for his outstanding achievement in the industry.
• In October 2005 John was inducted into Americas highly acclaimed and influential One Club's Creative Hall of Fame.

Recently John has been awarded honorary Doctorates by both Middlesex & Buckingham University's respectively.

 

Understanding

There are some key concepts that John Hegarty believes one must understand before becoming completely successful in advertising.

• Advertising is more like entertainment
• A whole new mind-set is needed in the way you create and develop work and how you plan your work
• How to address consumers faced with so many media choices.
• Hundreds of channels, personal video recorders (PVRs), the internet and computer games, not to mention the off button, mean consumers are no longer a captive audience.
• Lastly, How do you hold their attention

http://findarticles.com/p/articles/mi_qn4158/is_20051010/ai_n15669422/pg_2

http://www.mipcom.com/App/homepage.cfm?appname=100495&moduleid=435&linkid=25655&K_ST_ID=7348&TheSession=70859&SpeakerID=62276

Shockvertising

This is advertising that shocks individual in which generate discussions, coverage, and eventually sales. However, it can also promote an individual from not using a product altogether; Canadian smokers are soon to be bombarded with pictures of diseased organs on the health warnings plastered across their cigarette packets.

Transforming

Companies are finding out that shocking advertising is actually working, and therefore are implementing it into there marketing scheme. Dove, is a prime example on how shock adverting work, in which they allow older women to show skin that would normally not be shown on T.V.. However, we do find younger women showing just as much skin. So why so shocking?? Could it be the age factor or acceptance?

Measuring

What is more shocking:"Jennifer Lopez appearing practically nude to present a Grammy, or an ad for Benetton in which a black woman breast-feeds a white child?"

http://www.aiga.org/content.cfm/shockvertising-a-poke-in-

http://www.dove.us

 

Social Networks: are they changing the way we advertise

JP Morgan Chase the powerhouse in the banking industry has just changed the way they advertise. The company has concentrated resources to promote the college student industry. Chase is providing them with information on credit cards and tailored programs to fit there desires. However, they are using different ventures for releasing this information, which has never been done before. Chase has teamed up with Facebook.com and is now advertising on there website, in hope to promote the college industry to allocate their resource through chase.

"We have been very active in marketing to a younger consumer and we know we need to be relevant in their life," said Kathy Witsil, director of Chase Brands.

"Teens were the first to jump on the MySpace.com bandwagon. By creating their own pages for music, movies and more". Other companies are taking part in the revolution of social networks that Facebook.com and Myspace.com have created. By advertising on an external site or creating there own personal social network.

Change is here, at least in the advertising business

http://www.clickz.com/showPage.html?page=937691

http://www.bizreport.com/2006/09/social_networks_changing_the_advertising_campaign.html

The Brain

It is said though science explanation that the right and left hemispheres of the brain exhibit different patterns of thought. Through the discovery of brain targeting has promoted the sales of self-help books nationwide. Understand these concepts of the brain can help in business advertising efforts and also has capability of supporting marketing efforts to.

Right Hemisphere

The Idea is that this hemisphere controls:

Copying of designs

Discrimination of shapes

Reading faces

Music

Reading emotions

 

Left Hemisphere

The idea is that this hemisphere controls:

Language skills,

Skilled movement,

Analytical time sequence processing

 

Benefits of Understanding

The brain is very complicated, however by understating how it works can address the common problem associated with advertising, how to do you hold there attention (meaning the audience/consumer). Each cortex or hemispheres activated in certain situations, as science has shown us, therefore, knowing these situations that cause activity throughout the brain can only help in achieving advertising goals.

 

http://www.thebrain.com/#-50

http://www.med.harvard.edu/AANLIB/home.html

http://www.pbs.org/wnet/brain/

Slogans

A slogan is very important when trying to compete against other company. In many cases the right slogan can help a company project itself passed its competitors. You want individuals to think of you slogan every time they see your product.

How to Create an Affective Slogan

First, it states the main benefits of the product or brand for the potential user or buyer
Second, it implies deference’s between it and other competitors
Third, it provides a direct and concise statement
Fourth, it contains some sort of wittiness sometimes
Fifth, it has its own personality
Sixth, it has a credible impression
Seventh, it makes you consumer feel good
Eighth, Sounds Good

TOP 10 SLOGANS OF THE CENTURY

Here are some slogans that have earned recognition though out the century.
1. Diamonds are forever (DeBeers), O yeah, I bet ever girl remembers that one.
2. Just do it (Nike), Michael Jordan has really propelled this company. (or is it the Slogan?)
3. The pause that refreshes (Coca-Cola). Like it!!!
4. Tastes great, less filling (Miller Lite). Yes, this one should be among the top.
5. We try harder (Avis) Don’t think so, should not be on the list.
6. Good to the last drop (Maxwell House). No comment...
7. Breakfast of champions (Wheaties). Should be number 2, very powerful slogan.
8. Does she ... or doesn't she? (Clairol)No comment
9. When it rains it pours (Morton Salt) Very good slogan, just didn’t know it was for salt
10. Where's the beef? (Wendy's) “Eat More Chikin” Chick-fil-A is a better slogan.

http://en.wikipedia.org/wiki/Slogan
http://adage.com/century/slogans.html

Anthropolgy and Advertising

"A science of humankind"

The study of Anthropology as it relates to advertising provides an emotional connection between the products and consumer values. Moreover, it studies tools, techniques, traditions, mechanisms, cravings for beauty and art, struggles or prestige. By applying this information taken, an advertising department can better understand what the consumer wants in products or what product best fits the consumer.

Types of Anthropology Studies

Physical Anthropology: studies anatomy and biology; race gender adaptation

Linguistics Anthropology: studies the structures of language

Ethnology Anthropology: studies the of human culture in historic since; myth, music and folklore

Applied Anthropology: studies pass observation or knowledge from anthropologist, in which to deal with modern problems.

Business Relation

Businesses are seemly looking for that edge over there competitor at all times and especially in the advertising departments. "One of the most promising areas of business for those trained in anthropology is advertising, where anthropologists have been hired for such projects as promoting breast-feeding in eastern Africa and educating newly enfranchised South Africans about elections."

www.gwu.edu/~anth/anth_prof.html

http://www.courses.rochester.edu/foster/ANT226/Spring01/history.html

http://anthropology.net/

The Science of Color

Selecting the right color for an advisement is very essential for both the advertiser and merchandiser to encourage the consumer to purchase the product or service. Moreover, color has provided a way of measuring success of a product or service. Therefore, the uses of color in advertisement has become somewhat of a Science.

How to Use Color

The color should express the tone of the product. For example, “the Green Giant are packaged in a white background with the famous green logo”. Green is being used as freshness or healthfulness portray of the product.

What Colors Say

Blue: The most popular of all colors in advisement. It real had to go wrong with this one be cause so many people like it. However, to much blue could make an individual feel that the product cheap or made poorly.

Yellow: Life, joy and high impact is what this color portrays. Red is considered it sister color.

Red: The hottest color of them all. It will grab your attention, faster that any other color.

Green: Lifestyle, environmentally safe, health is what this color is all about. If you have a healthy product that you want to sell this color will go great with the product.

Brown: Bold and strong is what is color stands for. A&W has used this color perfect with their advertisements (showing the boldness of the root beer).

Black: Provides the stability of other color. Use black as a background for red and yellow, and benefit off the results.

Orange: Harvest, home and holiday color. People what to eat when they see this color. Restaurant’s best-friend.

http://www.goodellgroup.com/color.html
http://www.wisegeek.com/what-are-the-best-colors-for-advertising.htm http://sbinformation.about.com/cs/advertising/a/colors.htm