happen to you' is a famous saying by advertising creative John Hegarty. He is the
cofounder of Bartle Bogle Hegarty, one of the world's most awarded creatives,
and the mind behind some of the most well-known advertising including Levi's"Launderette" and
Audi's "Vorsprung Durch Technik. ' He has applied his creativity well
beyond advertising, according to Fast
Co.Create, so he has shared insight on getting more creative.
he said. The working life span of a creative can be short. While artists can
repeat the same ideas, creatives need to continually come up with new material.
One way to turn a 10-year career, into 20 years, according to Hegarty, is to
pointed out fashion designer Paul Smith's experience in the Milan airport.
Smith had some time to kill as his flight was delayed, but instead of
retreating to a quiet seating area, he took a stroll around. A bracelet charm which had fallen to the ground
caught his eye, so he picked it up and decided it would make a beautiful button
for a shirt.
can be dangerous. With the awards comes the nice car and the big office, all of
which can prevent outside influences from coming in. 'You become isolated, and
creatives cannot become isolated because they have to be part of culture, 'he said.
one knows you and failure doesn't stick. He commented, 'Your success really
does eat away at your future opportunities. It takes great courage to break
people may stop disagreeing with you. 'You need people around you that you can
trust to say "that's a shit idea," Hegarty added. 'Every McCartney
needs a Lennon.'
different from his own. 'Talking to people in different industries about what
they do is fascinating,' he commented. 'It opens channels in your thinking you
didn't know were there.'
Times, though he doesn't always understand it. He said, 'You have got to
read stuff outside your comfort zone, as well as doing things you love. You can
pick up a business article, get a creative angle on it and find the solution in
Social Media Strategist at IIR USA, has a background in digital and print
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