The Editor's Cut

The curse of the creative person is that you're constantly dissatisfied. What you first imagined is never quite what you end up with. So says the legendary creative John Hegarty, interviewed in this issue of Campaign Screen.

The Bartle Bogle Hegarty boss has been in the business for almost 40 years - a long time to harbour doubts over self-worth in an otherwise self-satisfied industry. If a man who's behind some of the most famous advertising of all time can feel like this, what hope for the rest of us?

Hegarty's solution is to focus on the present, which is why he refuses to answer questions on what work he is most proud of. "It's something I'm about to do," he counters, stressing the only thing that matters, the only thing you can affect, is today.

His mantra, which those who know him will be more than familiar, is "do interesting things and interesting things will happen to you".

Hegarty's wealth of experience made for a stimulating interview - it's a shame we don't have the time to feature it in its entirety. He has particularly strong views about directors and reveals his surprise at the number of them who turned down the Levi's "twist" script. Many said it couldn't be done, and it was left to Frank Budgen to prove otherwise. These are the same young directors who claim there are no exciting scripts out there, Hegarty asserts.

It seems we have come full circle. In the early days of Levi's advertising, it was all about finding a new director who wouldn't approach the script in a conventional way. It would be about experimentation and innovation - the ultimate expression that Levi's could never be worn by your Dad. Now it's back to the older generation who are brave enough to take it on. Let's hope that the New Directors competition we're launching this month will help address that.

(see www.campaignscreen.com for details).

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