Business Daily meets: Sir John Hegarty

Business Daily

BBC

News, Business

4.4 • 796 Ratings

🗓️ 5 May 2023

⏱️ 18 minutes

🔗️ Recording | iTunes | RSS

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Summary

What's the future of the advertising industry? The industry veteran who was behind some of the most memorable ads of the 80s and 90s speaks to Dougal Shaw about the rise of digital platforms and social media.

Hegarty is a revered figure in advertising because of the famous brands he helped to build. He was a founding partner of Saatchi & Saatchi and co-founder of Bartle Bogle Hegarty (BBH). These days he is creative director of The Garage Soho, which invests in start-ups and helps to build brands.

And Sir John also uses his own experiences of previous recessions to explain how he thinks companies can survive, and in some cases benefit from, a recession.

Presenter/producer: Dougal Shaw

(Image: Sir John Hegarty. Credit: Getty Images)

Transcript

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0:00.0	The Global Gixote is the new podcast from BBC monitoring, the BBC team tracking and analyzing media in 100 languages.
0:09.1	We're lifting the language barrier, showing you the world through the eyes of its media, where conflicting narratives are competing to influence your views.
0:18.4	Search for the global Gixor wherever you get your BBC podcasts.
0:23.8	Hello, my name is Dougal Shaw. Welcome to Business Daily on the BBC World Service.
0:29.6	Coming up today, an insight into the world of advertising from an industry veteran.
0:34.7	You know, there's a wonderful line about a brand. What makes a brand?
0:38.0	And a brand is made not just by the people who buy it, but also by the people who know about
0:45.2	it.
0:45.9	So John Hegarty is a revered figure in advertising because of the famous brands he helped
0:50.4	to build.
0:51.4	His career spans seven decades, and he created some of the most memorable
0:55.3	adverts of the 1980s and 90s. Back then it was TV and print. Now it's digital and social media.
1:01.9	I think it's a very interesting way for brands to talk to select groups of people,
1:07.8	creating very interesting work and insights that they can use in a broader sense.
1:12.6	So it's another way of communicating with people, but like everything in life, it doesn't stop
1:19.5	everything else. It's just another piece of equipment in your armament to kind of succeed if you
1:25.7	think of it like that.
1:26.9	The changing world of advertising, all coming up in today's business daily.
1:35.4	The Hustle and Bustle of Soho, a bohemian district in the heart of London, known as a hub for the
1:41.0	creative industries.
1:42.6	I've come here to meet a legend from the world of advertising,
1:45.7	who has spent much of his career around here.
	...

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