Perhaps advertising has an image problem. That was what Sir John Hegarty, founder of Saatchi & Saatchi, TBWA London and BBH, and a living legend of the industry, said when we spoke over a glitchy Google Meet call last week.
“All the research says our audience has a poor view of what they are being served by the communications industry,” said Hegarty. “They are doing their best to avoid it, they don’t regard it, they don’t appreciate it.”
Hegarty is a man who should know what he’s talking about. He’s made some of the most loved ads of the past half century. He came up with Audi’s ‘Vorsprung Durch Technik’ campaign, and reinvented Levi’s jeans – launching the caree
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