Ad legend Sir John Hegarty explains the danger of opting for ‘content’ over old-fashioned ads — Oreo’s famous ‘Dunk in the Dark’ tweet was ‘S—-!’
May 16 2016, 5:48 am | | 2 Comments
Leaning back in a chair inside his office, Sir John Hegarty looks comfortable, but he’s not content. And the thing he’s not content about is content, writes Lara O’Reilly in Business Insider.
2 Comments
Couldn’t agree more. The most resonant and best commercials in the world are still film, story and emotively based or driven, executed extremely well. That’s what people in the real world connect with. The rest is just a bunch of untalented hacks trying to justify their jobs in the perpetual scramble that is business uncertainty. Then clients latch onto all of it because it can be quantified in visits, clicks and end results, although it has no value or longevity whatsoever. None of it.
If he weren’t knighted already, he should be.