He’s the man behind some of the world’s most awarded campaigns for Levi’s, Lynx and Audi, and he’s just signed up as Jury President at ADFEST 2009.
Sir John Hegarty will oversee judging for next year’s Film Lotus and Radio Lotus at ADFEST, in addition to sitting on the Jury for the prestigious 360 and INNOVA Lotus Awards alongside the Jury Presidents for Press, Poster, Print Craft, Outdoor, Direct, Cyber, Film Craft and Design.
As creative head honcho at BBH, Hegarty has enjoyed a reputation for being one of the world’s most innovative creative thinkers for more than three decades.
His best-known work includes “Laundrette” for Levis, where a handsome young man strips off his clothes at a laundromat in a small American town – an iconic campaign that revived the Levi’s brand and captured the world’s attention. He also cast Hollywood star Brad Pitt in his first on-screen role for Levi’s in 1991 – further proof of Hegarty’s ability to shape and reflect popular culture.
BBH is behind two of the world’s best-loved taglines: ‘Vorsprung durch Technik’ for Audi, and ‘Lynx Effect’ for Lynx (Unilever).
Now in his mid-60s, Hegarty is no less passionate about the business of ideas than he was when he landed his first job as a junior art director in London in 1965.
The key to being a good creative, he believes, is an inquiring mind. “The best creative people are constantly inquisitive, always asking, ‘Why?’ which is the most important question. All the people I know that have remained really vibrant and exciting have all had that quality. They don’t switch off. They don’t say, ‘Oh no, I’ve seen that before’ and become cynical. You can’t be a cynic and work in advertising,” Hegarty said in an interview with ihaveanidea.org.
In fact, Hegarty was fired from his first job in advertising at Benton and Bowles in London, but he didn’t let this early setback hinder his success.
He became a founding partner of Saatchi & Saatchi in 1970, was co-founder of TBWA in London in 1973, and established BBH in 1982 with partners Nigel Bogle and John Bartle.
These days, BBH runs offices in London, New York and Sao Paulo, plus three offices in the Asia Pacific in Singapore, Shanghai and Tokyo, with global billings of $1.5 billion.
In 2005, Hegarty became the third Briton to be inducted into the American Advertising Hall of Fame behind fellow legends David Abbott and David Ogilvy. Next year’s ADFEST takes place in Pattaya, Thailand from 19 to 21 March 2009.