Entrevista de John Hegarty
, um dos fundadores da TBWA\Londres na década de 70, Co-fundador e actual Chairman da famosa BBH-Bartle Bogle Hegarty
ao website I Have an Idea
Ficam aqui alguns excertos:Sobre as agências de publicidade
"The biggest problem for advertising agencies is none of them act as brands."Sobre planeamento estratégico
"We have a fundamental belief that it is all very well having great creative ideas, but if they're on the wrong strategy, what's the point?
"So ... planning helps us deliver that more effectively and in a more focused way than if we didn't have it. So that's why we have planning."
"It's about understanding and having an awareness of what's going on in the marketplace and having a more acute sense of consumer trends and being able to implement it into our strategic and brand thinking, so that we can then create the kind of advertising that makes a difference."Sobre o relacionamento com os clientes
"(...) when they're selecting an agency, it isn't about looking at a wall of ads and going, 'I like that one so I'll go with these people.' It's about getting clients to understand, that here are a group of people that I can have an intelligent conversation with and who really are beginning to understand my business and who can therefore produce, once they've understood my business, some outstanding creative work."[Fonte: I Have an Idea]