Bartle Bogle Hegarty has rejigged its creative department, appointing
two more creative directors as part of a shake-up which coincides with
the agency’s move into new offices.
The changes, confirmed this week, are designed to maintain creative
standards and to give the agency’s chairman and creative director, John
Hegarty, more time to concentrate on selected clients and the agency’s
The art director, Graham Watson, and the copywriter, Bruce Crouch, are
to become creative directors at the agency alongside Dennis Lewis and
Steve Hooper, who were appointed joint creative directors in December
1993. Watson and Crouch continue as a creative team, while Hooper and
Lewis have split.
Hegarty, who will continue to oversee the department’s output, explained
that the move will give him the freedom to travel more widely while
continuing to work on his key accounts - Mercury One-2-One, Levi’s and
Audi. He said: ‘We’re a big company, and we have to structure ourselves
Hegarty’s immediate priority is to find a creative director for the
agency’s Asia office, the location of which is to be confirmed next
week. He said: ‘I’m going to be in Asia in July talking to potential
creative directors. We want someone with experience in the region.’
Hegarty also confirmed that BBH is considering opening an office in the
US, although not immediately. ‘We are in line to do something in the
US,’ he said.
Watson, who previously worked with Hegarty at TBWA, is a founder partner
of BBH and a board director. He was also head of art at BBH, a task that
will now be handled jointly by the creative directors.
Crouch joined BBH in 1989 from FCO to partner Watson. Crouch has worked
on Levi’s and Audi and the pair’s joint credits include the current
Boddingtons ‘whipped cream’ spot, a series of press ads for Murphy’s
featuring photo-montage illustrations and the Murphy’s Irish Stout TV
campaign for the UK - for which they secured the return of the star
director, Alan Parker, to commercials after a ten-year absence.