Prarthana's blog

Sir John Hegarty’s talk

  1. Book: Hegarty on Advertising
  2. Book: Hegarty on Creativity
  3. Principles remain but practices change
  4. How do I get an advantage? By constantly learning, knowledge which is power
  5. Creativity is an expression of self
  6. For any piece of work, creativity is “what I wanted to say is this…”
  7. Who is your creative self?
    1. Pure
      1. Out of the mind of one person
      2. E.g. Creating the Simpsons
    2. Applied
      1. To keep things interesting
      2. To create out of something that is already created
      3. E.g. writing an episode of the Simpsons
      4. Wanting to solve problems that are defined
  8. Boris Groys
    1. What makes a piece of work a great piece of work?
    2. Truth
    3. Truth makes it powerful
  9. The greatest advertisements are the ones that expose a truth
  10. The meaning of life is seeking truth
  11. Truth is the core of great creativity, of great art
  12. How to sustain a creative career beyond 10 years?
    1. Curiosity
    2. Work with the best, surround yourself with other great people
    3. Read and consume great stuff
    4. Copy great people, copy the best
    5. Great creative people are optimists. Pessimism kills ideas, creativity, and energy
    6. Enthusiasm (Greek for ‘to be with god’) – is crucially important
    7. Read what others aren’t reading – like The Financial Times
  13. General Magic – Netflix Documentary
  14. Two words to ban:
    1. Original – there’s no such thing as originality
    2. Nothing – there’s always something
  15. Views of AI:
    1. Not a tool but something that you view as a collaborator
    2. It can’t imagine or create empathy
  16. Word of mouth is the best means of communication, that is what you’re aiming for
  17. Think about creativity as a green industry, not a wasting industry
  18. It pays to be first
  19. BBH – advertising agency
  20. Mad about the boy – Levi’s campaign
  21. Insight – a unique truth about the product, something simple
  22. People buy passion, fight for your idea, logically
  23. Attention economy
  24. How to judge a good idea?
    1. Is it memorable?
    2. Is it motivating?
    3. Is it truthful?
  25. Top 10 businesses:
    1. Artists
    2. Musicians
  26. Book – your brain on Art – how we’re wired to be creative
  27. Tate magazine

Prarthana Merchant

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