104. Campaign podcast: John Hegarty on creativity in recession, plus Publicis bonuses

Sir John Hegarty, the former creative chief and co-founder of BBH, sat down with Campaign talk about his new eight-week course, The Business of Creativity, and the power of great creative thinking to drive innovation, particularly in a recession.

In his interview with Gideon Spanier, UK editor-in-chief, and Gurjit Degun, the creativity and culture editor, Hegarty also discuss the biggest recent news stories, including Publicis Groupe's exceptional staff bonuses to cope with the cost of living, and where clients can go wrong on agency pitches.

Plus we also chat about why the ad industry has put promotion ahead of persuasion and his "triangle" test for great work that needs to cover three key points: memorable, motivating and truthful.

Further reading:

John Hegarty: the future of talent is about fluidity

'BBH is like Jack Nicholson – maverick but establishment

For more information on The Business of Creativity course, go to businessofcreativity.com.

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