Global advertising doesn't work. It glides past people

 

Share

On Friday I moderated a road-blocked seminar with the global ad industry's two biggest rock stars, Sir John Hegarty and David Droga. Hegarty (nearly 70 now) still chairs the agency he founded, BBH and the Australian, Droga (45) runs the Droga5 network from New York.

Despite being two quite different characters - the snappily dressed English gentleman and the edgy Aussie street fighter - the world of commercial creativity hangs on their every utterance. But one thing unites these two ad creatives: their dogged pursuit of brilliant ideas and emotional connection between their campaigns and their audiences.

Hegarty is more of a purist. His campaigns - Levi's, Audi, Lynx - rely on simple insights that run for decades of advertising, accompanied by beautiful film. Droga's work - Newcastle Brown Ale in the US, Puma - tend to be social media- and PR-friendly, creating buzz and attitude around events.

Both have complete disdain for bland global advertising however. 'Global advertising doesn't work. It glides past people, isn't part of their culture, doesn't touch them,' said Hegarty to deafening applause. He is the antithesis of big business, yet ironically drives huge brands with his campaigns.

Droga too rails against blandness : 'You can have a great idea anywhere. It's not reserved for big markets with big budgets' he said.

But in reality both are grappling with how to apply their creativity to the biggest growth area in advertising over the next few years - the shift in audiences,  and therefore advertising spend, to smaller-screen mobile devices around the world. Droga admitted 'cracking mobile' was the biggest challenge facing the ad industry today.

The biggest cheer of the day however came from a typical Hegarty swipe at the corporate world in this multi-channel future: 'Sitting on a beanbag doesn't make you creative' he warned.

Danny Rogers is editor-in-chief Brand Republic Group

React Now

Latest stories from i100
Have you tried new the Independent Digital Edition apps?
iJobs Job Widget
iJobs General

Ashdown Group: Marketing & Sales Manager

£40000 per annum: Ashdown Group: A reputable organisation within the leisure i...

Tradewind Recruitment: Science Teacher

£90 - £140 per day: Tradewind Recruitment: I am currently working in partnersh...

Recruitment Genius: Doctors - Dubai - High "Tax Free" Earnings

£96000 - £200000 per annum: Recruitment Genius: Looking for a better earning p...

Recruitment Genius: PHP Developer

£32000 - £36000 per annum: Recruitment Genius: A rapidly expanding company in ...

Day In a Page

Read Next
 

Daily catch-up: the old Palace of Westminster; Batman vs Superman; and more Greenery

John Rentoul
British Prime Minister Tony Blair (L) pictured shaking hands with Libyan leader Colonel Moamer Kadhafi on 25 March 2004.  

There's nothing wrong with Labour’s modernisers except how outdated they look

Mark Steel
Isis hostage crisis: The prisoner swap has only one purpose for the militants - recognition its Islamic State exists and that foreign nations acknowledge its power

Isis hostage crisis

The prisoner swap has only one purpose for the militants - recognition its Islamic State exists and that foreign nations acknowledge its power, says Robert Fisk
Missing salvage expert who found $50m of sunken treasure before disappearing, tracked down at last

The runaway buccaneers and the ship full of gold

Salvage expert Tommy Thompson found sunken treasure worth millions. Then he vanished... until now
Homeless Veterans appeal: ‘If you’re hard on the world you are hard on yourself’

Homeless Veterans appeal: ‘If you’re hard on the world you are hard on yourself’

Maverick artist Grayson Perry backs our campaign
Assisted Dying Bill: I want to be able to decide about my own death - I want to have control of my life

Assisted Dying Bill: 'I want control of my life'

This week the Assisted Dying Bill is debated in the Lords. Virginia Ironside, who has already made plans for her own self-deliverance, argues that it's time we allowed people a humane, compassionate death
Move over, kale - cabbage is the new rising star

Cabbage is king again

Sophie Morris banishes thoughts of soggy school dinners and turns over a new leaf
11 best winter skin treats

Give your moisturiser a helping hand: 11 best winter skin treats

Get an extra boost of nourishment from one of these hard-working products
Paul Scholes column: The more Jose Mourinho attempts to influence match officials, the more they are likely to ignore him

Paul Scholes column

The more Jose Mourinho attempts to influence match officials, the more they are likely to ignore him
Frank Warren column: No cigar, but pots of money: here come the Cubans

Frank Warren's Ringside

No cigar, but pots of money: here come the Cubans
Isis hostage crisis: Militant group stands strong as its numerous enemies fail to find a common plan to defeat it

Isis stands strong as its numerous enemies fail to find a common plan to defeat it

The jihadis are being squeezed militarily and economically, but there is no sign of an implosion, says Patrick Cockburn
Virtual reality thrusts viewers into the frontline of global events - and puts film-goers at the heart of the action

Virtual reality: Seeing is believing

Virtual reality thrusts viewers into the frontline of global events - and puts film-goers at the heart of the action
Homeless Veterans appeal: MP says Coalition ‘not doing enough’

Homeless Veterans appeal

MP says Coalition ‘not doing enough’ to help
Larry David, Steve Coogan and other comedians share stories of depression in new documentary

Comedians share stories of depression

The director of the new documentary, Kevin Pollak, tells Jessica Barrett how he got them to talk
Has The Archers lost the plot with it's spicy storylines?

Has The Archers lost the plot?

A growing number of listeners are voicing their discontent over the rural soap's spicy storylines; so loudly that even the BBC's director-general seems worried, says Simon Kelner
English Heritage adds 14 post-war office buildings to its protected lists

14 office buildings added to protected lists

Christopher Beanland explores the underrated appeal of these palaces of pen-pushing
Human skull discovery in Israel proves humans lived side-by-side with Neanderthals

Human skull discovery in Israel proves humans lived side-by-side with Neanderthals

Scientists unearthed the cranial fragments from Manot Cave in West Galilee