Saturday, 30 July 2011
Hegarty - Turning Intelligecy into Magic
I love every single story in this book – they all make Hegarty’s point that if we want to make something memorable we better tell it as a story – but exactly that story seems to be slightly missing from the overall book. Yet, still a great read for everyone even mildly interested in advertising. Below you’ll find some of the best stories from the book:
“We’re also in the entertainment industry. In fact, you could argue that advertising, from the moment it was born, was trying to entertain us.” (Hegarty, 2011, p.9).
“without understanding those fundamental facts of engaging, entertaining and exciting an audience, digitization isn’t going to help you, it will in fact destroy you faster. That’s the power of the net.” (Hegarty, 2011, p.10).
“’Turning intelligence into magic’. At its simplest this is what has defined BBH’s best work” (Hegarty, 2011, p.10).
“You are someone with the chance to change the world and inspire large audiences. I was excited by advertising because it gave me a platform to talk to the masses.” (Hegarty, 2011, p.22).
“And with ideas, the more you have them, the better you get at having them. That’s one of the reasons why advertising is such a stimulating environment in which to work.” (Hegarty, 2011, p.24).
“typically a great piece of thinking that gradually become compromised in an attempt to get the client to buy it instead of putting it out of its misery and starting again. There is always a belief in these situations that, somehow, the compromises won’t show when the finished work is produced. Sadly, this kind of whishful thinking affects us all.” (Hegarty, 2011, p.25).
“The unpredictability is what males what we do in advertising so exciting – you literally don’t know where you’re going to end up.” (Hegarty, 2011, p.27).
“But using irreverence for its own sale is dangerous. Do that and you risk becoming irrelevant. The function of irreverence should be to help question and, in doing so, offer a possible solution.” (Hegarty, 2011, p.34). “humour has an important role to play in advertising. We use it because it’s a way of making relax and listen. When your audience is in that state of mind they’re more likely to remember what you’re saying and act upon it.” (Hegarty, 2011, p.35).
“A brand isn’t only made by the people who buy it, but also by the people who know about it.” (Hegarty, 2011, p.43). “fame is fundamentally important to a brand’s success. Why? Because it is a form of shorthand in the decision-making process that takes place in a hugely competitive world. (…) Fame adds value and protects the brand from competitive pressure. (…) The dictionary defines fame as ‘public renown – great esteem. “(Hegarty, 2011, p.43).
“But today things are different,. For today’s audiences it’s not about status – that’s class ridden and old fashioned – it’s about staying ahead. (…) Wearing the right pair of jeans in the right finish doesn’t cost a fortune, but it does require an understanding of fasion.” (Hegarty, 2011, p.52).
“At BBH we refer to ourselves as an ‘ideas factory’ – a factory that helps to manufacture brand difference. (…) service industry.” (Hegarty, 2011, p.59).
“if you’re genuinely going to be better than your competitors, you’ve got to love what you produce above everything else.” (Hegarty, 2011, p.60).
“I’m much happier when a client talks about the business problem they are trying to solve. I always think getting them talking about their business, the things they understand is more productive than their talking about the abstract business called advertising.” (Hegarty, 2011, p.79).
“It’s amazing how many agencies never behave like a brand despite the fact they’re constantly advising their clients on brand behaviour. Great brand have a point of view – they stand for something.” (Hegarty, 2011, p.87).
“it’s essential that brands remain constantly youthful. Why? Because if you’re youthful, you have a future.” (Hegarty, 2011, p.90).
“So it’s simple really, isn’t it? You want to win more pitches? Then have a better showreel. And play it up front.” (Hegarty, 2011, p.94).
“And, of course, when employed correctly, storytelling can make things incredibly memorable, especially for brands.” (Hegarty, 2011, p.96).
“you don’t instruct people to do something – you inspire them.” (Hegarty, 2011, p.102).
“a brand is an agglomeration of stories linked together by a vision.” (Hegarty, 2011, p.102).
“He quite rightly brought me to my senses , saying that the worst thing that could happen inreality was that we could fail. If we failed with BBH it wouldn’t stop me being an award winning art director.” (Hegarty, 2011, p.150).
“brands more often than not go wrong because they lose touch with their roots and the values and qualities that made them successful. This doesn’t mean you simply talk about the past, but it does mean that connecting a brand’s audience with the positive beliefs that established the brand’s original success is important.” (Hegarty, 2011, p.155).
Coming up with solutions were the agency wants to change the product: “It saves them having to find a solution to their problem and instead it rests with the product.” (Hegarty, 2011, p.163).
“We argued that if music could be global, film could be global and art could be global, why couldn’t advertising?” (Hegarty, 2011, p.171).
“’words are a barrier to communication’. Not because I didn’t value them – I did – but all too often they were over used to explain an idea instead of enhancing it.” (Hegarty, 2011, p.187).
“It’s an obvious point to make, but I believe that if creativity is at the heart of you company and your company is not constantly evolving and expanding, then it’s dying.” (Hegarty, 2011, p.205).
“Always remember that creativity is a business tool –never be ashamed of that.” (Hegarty, 2011, p.212).