Confessions of an Advertising Man

Sept 2011roger@contentandmotion.com@rogerwarner

(Revised, John Hegarty, BBH, 2011)

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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

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An Advertising Man

• John Hegarty

• Co-Founder of Bartle, Bogle, Hegarty

• Author of Hegarty on Advertising

• Pioneers of modern advertising (esp TV)

• Founded 1982

• Levis, Audi, Lynx (Axe)All following quotes taken from this book. Click and go buy it now.

Insight #1: It’s Not About the Plumbing

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[On the introduction of TV advertising]

The boffins had taken over - they could bamboozle clients with all the technical jargon of this mind boggling new media. In the land of the blind, the one-eyed producer proved to be king. And these one-eyed men - and they were all men - were the kings of advertising. Until, that is, someone said ‘we need an idea.‘ And then the one eyed producers were found to be somewhat wanting...

Hegarty

Insight #2: People Aren’t Dumb. You Are One. Think Like You

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The key to great marketing is never to stop thinking like your audience. If you do this then you don’t lose touch with what it feels like to be excited and entertained by a great product or service. Understanding the role your brand plays in people’s lives and knowing how to make it more relevant is crucial...

Hegarty

Insight #3: It’s About the Ideas

Ideas and stories are everything, otherwise advertising is just information. The trick is to make advertising interesting and relevant - in the world of marketing communications understanding those two words, interesting and relevant, has filled a library. But it shouldn’t have. Ultimately, it’s just common sense and a desire to excite people...

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Hegarty

Insight #4: The Real Change in Social / Digital Today

The value of a great idea hasn’t changed, but the opportunity to exploit it has...

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Hegarty

The End...

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