Hegarty blasts ad industry's 'rubbish'
LONDON - Sir John Hegarty, the chairman and worldwide creative director of Bartle Bogle Hegarty, has accused 90 per cent of ads of being "rubbish".
In a BBC debate, also featuring Sir Martin Sorrell of WPP, Maurice Lévy of Publicis and Piyush Pandey, the ?executive chairman of Ogilvy India, Hegarty says: "I have seen an enormous amount of advertising that's rubbish - that's insulting to people's intelligence and doesn't engage them."
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When pushed for a figure, Hegarty, speaking during a BBC World Service debate, suggested that 90 per cent of creative work fails to be "engaging and enduring".
In the debate, Sorrell and Lévy adopt a downbeat attitude to the chances of a fast economic recovery.
The Insider Debate on Advertising airs on Saturday 11 July at 7.06pm UK time and is repeated on Sunday at 2.06pm.
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Comments
Rob Mortimer - 09/07/2009
Only 90? I think that's marked improvement to be honest...
Peter Martin - 09/07/2009
Now all we need is Lord Lever's ghost to weigh in and tell us which half of that 10% actually works. Bagsy 'The 5%' as an agency* name:) *If you beat me to it... gisajob.
Reddick - 09/07/2009
BBH has done some fantastic work over the years... wonder where it all sits on Heggers' scale of greatness \(and to Peter's point, effectiveness).
nicholas tasker - 15/07/2009
Hegarty says: "I have seen an enormous amount of advertising that's rubbish - that's insulting to people's intelligence and doesn't engage them."