Author of our bestseller Hegarty on Advertising, John Hegarty, appeared on BBC Radio 4‘s Start the Week on Monday. Over the last four decades he has transformed brands, famously linking Vorsprung durch Technik to Audi, and in a stroke, changing the perception of a staid car. He believes the key to his success has been irreverence, and being able to capture the emotional appeal of different products. As new technology challenges the way companies advertise, Hegarty warns that global marketing is in danger of becoming bland, and that true creativity isn’t predictable or formulaic. Listen again to his interview with Andrew Marr below.
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