Sir John Hegarty & Orlando Wood on the next creative revolution

Uncensored CMO

Welcome to the 150th edition of the Uncensored CMO podcast. To celebrate, I'm joined by Orlando Wood, my colleague at System1 and author of Lemon and Look Out, with the legend that is Sir John Hegarty, iconic founder of BBH. Today we're talking about why they believe a creative revolution is necessary for the industry and why they are collaborating on a new course "Advertising Principles Explained" as the antidote.

Timestamps

00:00:00 - Intro
00:02:22 - Have Oasis created the most effective ad of all time?
00:16:13 - What can we learn from the history of advertising?
00:22:43 - The advertising landscape when John started BBH
00:28:04 - The next creative revolution - Advertising Principles Explained
00:32:32 - The scientific evidence for emotional advertising
00:38:38 - Who is doing the best, most effective advertising today?
00:41:58 - BBH work with Lynx / Axe
00:44:55 - Why we need more humour in advertising
00:49:32 - Advice to CMOs for selling in this approach
00:51:44 - When does Advertising Principles Explained launch?
00:54:42 - Campaigns that didn’t go well for Sir John Hegarty
00:57:11 - What role do planners have in the success of the creative
00:57:33 - How did they sell in flat Eric to Levi’s
00:58:34 - How to challenge clients to think differently
00:59:13 - What emerging trends will shape the future of advertising
01:00:05 - What skills will the CMO of the future need?
01:02:58 - What trend needs breaking today?