Agencies should act more like brands, says John Hegarty

Be the first to comment
Hegarty: agencies need better understanding of what they won't do
Hegarty: agencies need better understanding of what they won't do

Sir John Hegarty has said agencies should take their own advice and act more like brands, in the latest installation of Campaign's Talking Inspiration series.

Speaking as part of the series, hosted by Marc Nohr, Hegarty said: "One of the problems we have with agencies and communication business is that not enough of them believe themselves as brands – a belief of what they do and don't do.

Watch the interview below

He said: "We spend all our lives advising companies to be brands and then suddenly, when it comes to ourselves, we're all things to all people.

 "All brands need to be defined".

To see the full interview and other interviews in the series, including Rory Sutherland and Maurice Levy, visit the Talking Inspiration page.

SUBSCRIBE TO CAMPAIGN

Only £57 for 3 months

Includes every print & iPad edition, plus full access to Campaign online and other Brand Republic sites.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Campaign Jobs

Thousands of jobs across advertising, creative, marketing and media

Premier League gives lion a makeover as it waves goodbye to Barclays
Share

1 Premier League gives lion a makeover as it waves goodbye to Barclays

The Premier League has launched a more colourful brand identity built around its lion icon as it plots a future without a corporate sponsor for the first time in 23 years.

The end of false recognitions
Shares0
Share

1 The end of false recognitions

You'll be seeing less work from DDB at award shows in 2016. Here's why.

Just published