“Tomorrow Will Be More Creative – I’d Stake My Reputation On It”: John Hegarty

Paint brushes in a row,pallete at background,studio shoot

This story was originally published by

In this post for The Guardian, to advertise its Media Summit in the UK, advertising legend Sir John Hegarty reckons the digital age is NOT a revolution and shouldn't be defined as such. Instead, because digital has risen so quickly and is taking over everything, people need to become more creative. It's well worth a read.

SHARE
THIS



Much has been written about the effect of disruptive technologies in the media world. Advertising and communication being at the forefront of this so-called digital revolution.

I use the word revolution with great caution. Revolution usually implies the destruction of one order, while being replaced by another. The Oxford English Dictionary defines it as: “A forcible overthrow of a government or social order in favour of a new system.” We bandy these words around with ever increasing alarm, and inaccuracy.

So let’s be provocative. Digital technology has not been a revolution. What it ushered in has been an amazing expansion of opportunity, opening up incredible ways of communicating with one’s audience. Just as Gutenberg’s invention of the printing press and movable type wasn’t a revolution in publishing books. Far from it; books had existed for hundreds of years. Gutenberg’s invention made them more accessible, opening them up to the general population in ways unheard of. What it did do is have a profound effect on the written word and the expansion of knowledge.

In 1440 no one could have predicted its influence.

Read the full article on The Guardian here.

Latest News

Remarkable Marketers: Meet Airtasker’s Alexandra Aguirre Tully
  • Marketing
  • Partner Content

Remarkable Marketers: Meet Airtasker’s Alexandra Aguirre Tully

There are some pretty remarkable people in our industry, each offering their own unique perspective to adland. While we spend so much time learning about our peers’ career highlights, B&T thought it high time to dig a little deeper, and find out what makes the shining stars of our industry tick and, at times, tock. So, we’ve recently […]

Partner Content

by Carat

Vince Usher Wins Top Dog Award At Miami Ad School Account Planning Boot Camp
  • Advertising

Vince Usher Wins Top Dog Award At Miami Ad School Account Planning Boot Camp

Ikon Communications strategist and account planner Vince Usher has been named Top Dog at Miami Ad School’s 2018 Account Planning course. Usher, who worked in teams throughout the course, also won three ‘Best Campaign’ awards for his work on live briefs by craft beer client 4 Pines, Tourism Australia and Ford. His team partner on […]

Drummond Golf Unveils ‘For The Love Of Golf’ Via JWT Melbourne
  • Advertising
  • Campaigns

Drummond Golf Unveils ‘For The Love Of Golf’ Via JWT Melbourne

Drummond Golf has launched its first brand campaign via J. Walter Thompson Melbourne.  The campaign speaks to golf lovers of all ages and skill levels about the benefits and frustrations of the game. Reinforcing that no-one understands and loves the game quite like Drummond Golf. Drummond Golf marketing director Ravi Abeyaratne said: “Our business and franchisees were […]

“Every Brand Does Need A Podcast Strategy”: Mamamia Creative Chief Mia Freedman
  • Marketing
  • Media

“Every Brand Does Need A Podcast Strategy”: Mamamia Creative Chief Mia Freedman

Brands have been advised to sharpen their plans for podcasts in the media mix, as audiences and creativity continue to explode in Australia and abroad. Speaking at Mamamia’s Podcasts Unplugged event in Sydney last Wednesday, chief creative officer Mia Freedman said not every brand needs a podcast, “but every brand does need a podcast strategy”. “We’ve […]

Clems Sydney Unveils Festive Spot For HP
  • Campaigns

Clems Sydney Unveils Festive Spot For HP

Get set to get all festivey with this fun Christmas spot. Or, alternatively, get drunk on eggnog. We don't mind.

by B&T Magazine

B&T Magazine
Content Agency Storyation Grows In New Zealand
  • Media

Content Agency Storyation Grows In New Zealand

Award-winning content agency Storyation has grown its presence in the New Zealand market appointing Amanda Clarke (main photo) as partnerships manager. Co-founded by former Metro magazine editor Lauren Quaintance, the Australian-based agency has been working with Tourism New Zealand’s Premium and PR teams for more than four years. Based in Auckland, Clarke spent nearly a […]