BY ROGER PE
Campaign’s latest article on John Hegarty drops a bomb. Hegarty, chairman and worldwide creative director of Bartle Bogle and Hegarty, blasted the ad industry by saying, “I have seen an enormous amount of advertising that’s rubbish – that’s insulting to people’s intelligence and does not engage them.” Log on to www.campaignlive.co.uk and take a look.
Speaking during a BBC World Service debate, Hegarty responded to a question about the number of ‘rubbish’ ads: “90% of creative work fails to be engaging and enduring.” In the same debate were Sir Martin Sorell of WPP, Maurice Levy of Publicis and Piyush Pandey, who adopted a downbeat attitude about the chances of a speedier global economic recovery.
Wonder how these ads Hegarty is referring to, are turning people into ‘couch potatoes’. Some people sit infront of the boob tube to watch tv commercials over and over and to spot latest ones for them to spread by word of mouth. Lately, people are watching HBOs and inane soap operas, shrugging off inane tv commercials. We dread the day when people become couch potatoes for horror movies.
