Hegarty blasts ad industry's 'rubbish'

Sir John Hegarty, the chairman and worldwide creative director of Bartle Bogle Hegarty, has accused 90 per cent of ads of being "rubbish".

In a BBC debate, also featuring Sir Martin Sorrell of WPP, Maurice Levy of Publicis and Piyush Pandey, the executive chairman of Ogilvy India, Hegarty says: "I have seen an enormous amount of advertising that's rubbish - that's insulting to people's intelligence and doesn't engage them."

When pushed for a figure, Hegarty, speaking during a BBC World Service debate, suggested that 90 per cent of creative work fails to be "engaging and enduring".

In the debate, Sorrell and Levy adopt a downbeat attitude to the chances of a fast economic recovery. The Insider Debate on Advertising airs on Saturday 11 July at 7.06pm UK time and is repeated on Sunday at 2.06pm.