MAM

Hegarty shows how the ad world has evolved from 'Super Bowl to Super Social'








VARCA: BBH worldwide creative director Sir John Hegarty‘s session at Goafest 2011 witnessed the highest turnout.

In his presentation termed ‘Super Bowl to Super Social‘, Hegarty started off by declaring that a technological storm has hit the creative industry.


"It would be incorrect to assume that this blizzard is destroying creativity. The problem is that creative people get nervous with technology. They should understand one fact: technology is an aid to creativity. Without an electric guitar, we‘d all be still singing folk songs," he said.
 
Throughout his talk, Hegarty continually presented various television commercials created by his agency.


He smashed another common sentiment: digital change has given the consumer full control. Hegarty argued that customers were always in control. "They had the money, and didn‘t spend it on anything they didn‘t like. Now what has changed is that they can switch you off."


Hegarty also mentioned that fame has become a powerful force in the market place, "because it protects margins, resists competitive pressure and shortens the decision making process". 
 
Talking more about digital advantages, Hegarty said it "has huge potential as long as you have got the context right. Customers need to see value and return on their investments."


After showing an ad his agency created for Levi‘s hero brand, Hegarty presented an ad created for the launch of Xbox in Europe. The ad was responded by a round of applause by everyone in the seminar hall (all his ads received similar admiration). "The client was absolutely against the ad. We told him we‘d try making it viral, and if the TVC gets good response, we‘ll take it into broadcast. It got nearly 15 million hits around the world."
 
 These two ads were followed by another five spots for Barclay‘s credit card, Barnardo‘s, Axe, Johnnie Walker and Yeo Valley.


Talking about the Johnnie Walker ad Hegarty said, "The client had asked us to make a corporate video for journalists and other people who came to their office." This ad with the brand tagline ‘Keep Walking‘ has received more than 100,000 views on YouTube and has become immensely popular.


Hegarty proudly declared that after the Yeo Valley ad was shown in the first break of X Factor, it had out-tweeted the show for the next 14 hours. "So do something we believe in at BBH--be bold in one media, it‘ll be picked up in something else."


He advised, "Do something amazing and daring and something that‘ll cut through and get the kind of response you want."
 

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/17/Digital.jpg?itok=LM0bBxXP
Digital will be core of ad budgets by 2020: DAN report

MUMBAI: The increasing penetration of digital media in India is creating huge opportunities for marketers to reach out to untapped audiences in newer ways than before. Marketers are getting innovative with the way they choose to advertise to their audience.

MAM Media and Advertising Digital Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/17/voda.jpg?itok=llTNSmks
Vodafone brings back the Pug in AR

MUMBAI: Television viewers and spectators at Sunday’s grand finale of the Vodafone Premiere Badminton League broke into impromptu smiles when they realised they had unexpected company.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/17/smart.jpg?itok=5qxiMtZr
Smartworks shows tech-friendly office in new ad

MUMBAI: Provider of shared work spaces, Smartworks has launched its second brand video featuring the benefits of hassle free technology to enhance collaboration and productivity for its members.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/17/rs.jpg?itok=cJF-fG9v
Ramesh & Suresh get 'lost' again in Cadbury 5Star 3D

MUMBAI: Ramesh and Suresh are back and this time they are lost at a whole new level. Over the last twelve years, Cadbury 5Star has entertained viewers bringing to them ‘lost’ antics of the iconic duo of Ramesh and Suresh.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/16/amazon.jpg?itok=SP1ttU6t
Amazon says out with the old in Great Indian Sale ads

MUMBAI: E-commerce giant Amazon has launched its new campaign ‘Ab Sehan Kyun Karna’ in tandem with its first Great Indian Sale for 2018. The message to the customers is to do away with the old and usher in the new for the new year. The campaign features a series of ads on various situations in...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/16/rajiv.jpg?itok=gbuyOtMO
WATConsult celebrates 11 yrs with unique board game

MUMBAI: WATConsult, the digital and social media agency from Dentsu Aegis Network, has launched PlayAgency, an innovative board-game, as part of its 11th anniversary celebration. To break the monotony of regular anniversary campaigns, the agency came up with something unique which caters to all...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/15/arpila.jpg?itok=Ea7gQg73
Dentsu Webchutney launches digital campaigns for Vespa Red and Aprilia

Dentsu Webchutney has created a digital campaign for Piaggio India’s trendsetting Vespa Red that was launched the month of October last year. It is an extension of its existing global collaboration with Red, an organisation that partners with global brands to create awareness and support the fight...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/15/mentos.jpg?itok=_nB6UHxV
Perfetti Van Melle hands over media duties to Wavemaker

Perfetti Van Melle India has handed over its media duties account to GroupM’s content and technology agency Wavemaker.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/15/rising.jpg?itok=wfrpl5-l
The rising trend of coopetition among brands

MUMBAI: Who would have thought that companies would overcome their ego and actually collaborate with other brands to come up with joint advertisements? That is the new trend in the market-coopetition (a combination of cooperative and competition).

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories