Confessions of an Advertising Man

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A quick synopsis of lessons we can learn (in social / Digital) from a pioneering advertising man. John Hegarty, BBH. Excerpts taken from his new book 'Hegarty on Advertising' (2011).

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Confessions of an Advertising Man

  1. 1. Confessions of an Advertising Man(Revised, John Hegarty, BBH, 2011)Sept 2011roger@contentandmotion.com@rogerwarner 1
  2. 2. C&M Deals in Awareness, Acquisition & Engagement • Formed 2009 • 18 staff, growing • 20 active clients • 25+ active programs and campaigns • All revenue is digital and majority is retained • One focus: SOCIAL PR 2
  3. 3. An Advertising Man • John Hegarty • Co-Founder of Bartle, Bogle, Hegarty • Author of Hegarty on Advertising • Pioneers of modern advertising (esp TV) All following quotes • Founded 1982 taken from this book. Click and go buy it now. • Levis, Audi, Lynx (Axe) 3
  4. 4. Insight #1:It’s Not About the Plumbing[On the introduction of TV advertising]The boffins had taken over - they couldbamboozle clients with all the technical jargonof this mind boggling new media. In the landof the blind, the one-eyed producer proved tobe king. And these one-eyed men - and theywere all men - were the kings of advertising.Until, that is, someone said ‘we need an idea.‘And then the one eyed producers were foundto be somewhat wanting... Hegarty 4
  5. 5. Insight #2:People Aren’t Dumb. You Are One. Think Like YouThe key to great marketing is neverto stop thinking like your audience.If you do this then you don’t losetouch with what it feels like to beexcited and entertained by a greatproduct or service. Understandingthe role your brand plays in people’slives and knowing how to make itmore relevant is crucial... Hegarty 5
  6. 6. Insight #3:It’s About the IdeasIdeas and stories are everything,otherwise advertising is justinformation. The trick is to makeadvertising interesting and relevant - inthe world of marketing communicationsunderstanding those two words,interesting and relevant, has filled alibrary. But it shouldn’t have.Ultimately, it’s just common sense and adesire to excite people... Hegarty 6
  7. 7. Insight #4:The Real Change in Social / Digital TodayThe value of a great ideahasn’t changed, but theopportunity to exploit ithas... Hegarty 7
  8. 8. The End... 8

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