Sir John Hegarty - Inside the Mind of Advertising G.O.A.T

Nov 10, 2025

Sir John Hegarty, the legendary UK advertising creative and co-founder of BBH, shares his insights on the art of storytelling in advertising. He discusses the importance of presentation under Saatchi, the power of clear brand identities, and converting print ideas into engaging narratives. John reflects on the essence of creativity as a personal expression while emphasizing the need for brands to adapt in a fast-changing world. He also warns about the pitfalls of conventional brainstorming and predicts a future where AI democratizes creativity.

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INSIGHT

Presentation Shapes Perceived Trust

How you present yourself creates an immediate perception of trust and competence.
Charles Saatchi used deliberate illusion (suit, tone) to signal reliability and creativity.

ADVICE

Start By Defining The Problem

Identify the real problem before proposing ideas and focus relentlessly on solving it.
Ask whether an idea actually addresses the brief, not whether it’s merely clever.

ADVICE

Be Constantly Dissatisfied

Never settle: keep a constant dissatisfaction to push work from good to great.
Use taste and ambition to judge when work is truly excellent, not just 'okay'.

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Utter joy sitting down with the G.O.A.T 🐐 Sir John Hegarty

John served up a pithy, profound Sales, Marketing & Creativity Masterclass.

I always listen back to poddys for my own learnings —

Scribbled down 22 pieces of delicious wisdom (another 17 are on the cutting table 😂)

So, so, SO much value in this one.

You’re gunna love it ❤️

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💡 THE LESSONS
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🎭 Charles Saatchi’s Power of Illusion Rule — “Make people believe in your idea quickly through illusion and reputation.”
🧠 Charles Saatchi’s Creative Leadership Rule — “Make everyone you work with believe they can get better.”
🎨 Why Michelangelo was the first great media director — “Context is EVERYTHING in advertising.”
🗣️ How To Sell Any Idea in The World — “Language is the greatest barrier to communication.”
🌧️ Creativity needs bad weather — constant dissatisfaction = great creative work.
⚡ Great ideas SHOULD make people feel uncomfortable.
💬 Creativity is always an expression of self.
👤 The more interesting self is, the more interesting your work is.
📚 If you want to write a book for 10 million people, write a book for yourself.
🪞 Advertising is incredibly simple, but profoundly deep.
🧩 Always write something simple BUT when it enters someone’s head, it unfolds into something profound.
🎸 Rolling Stones & Beatles Creativity Rule — accept every piece of work won’t be genius.
📢 Brands must Persuade AND Promote (but we’ve lost the art of persuasion).
📈 John’s Rules of Marketing and Human Nature — Access, Speed, Future.
💭 Definition of an Idea = a mental thought or plan made with EFFORT.
🎯 Advertising is 80% ideas and 80% execution.
🪞 At the core of creativity is truth, and truth is the meaning of life.
🐒 Creativity is the only thing that separates humans from animals.
⏳ You don’t need a 5-year plan, you need a 5-minute plan.
🔥 Do something great today, that gives you the right to be here tomorrow.
🚫 Good is the enemy of great.
🌍 In humankind, principles remain — practices change.
🧒 Childless vs childlike: Never lose the childlike ability to stay connected and have fun.
🔮 There are no facts on the future.

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👇 Full list of more vital learnings from the conversation below.

Cannae wait for you to listen to this puppy 🐶

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This episode was edited by:
G.Thomas Craig (https://www.linkedin.com/in/gthomascraig/)

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