John Hegarty at Coventry University

I was not a student at Coventry University when John Hegarty – the H in the global advertising agency BBH – gave a speech here in 2007 as part of the great Coventry Conversations speaker programme. In fact, I heard the speech on iTunes U and I remember that day as the day when I realised that “Keep Walking” was bloody brilliant.

John’s speech is not about advertising. It is about outstanding advertising. It is about big ideas and the brands they create. BBH’s philosophy relies on creativity rather than on statistics, which, to some extent, reminds me of MacManus and Leo Burnett. John points out that good work can be created entirely for yourself, because “you are the only person whose judgement you can trust”. He gives the example of J. K. Rowling who, when asked who she had created Harry Potter for, answered that she had created the story for herself.

“Don’t be in advertising. Be in something bigger.” John admits that even though he works in advertising, he doesn’t want to be in advertising. He tries to go beyond the boring advertising and create some meaningful work based on creative and interesting ideas. This can be seen in different advertising campaigns for Levi’s, Johnnie Walker or British Airways.

John also talks about the importance of reducing an idea down to its essential meaning. By doing so, an idea attains power; it is enhanced and therefore has a greater impact on the audience.  An idea, in John’s view, is “the most democratic thing in the world – anybody can have it”. Therefore, those in the creative industries should strive to create work that people want to see.

Advertising can be great. It’s just that, if we are to consider John’s words, it is not called advertising. Besides, the name really doesn’t matter as long as we – those passionate about good creative ideas – try to get there. Sure, we don’t have to. But then I’d have to lose the “those passionate about good creative ideas” part.