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/