How does bravery define great work, that was the question from David Droga to this panel of industry legends at Advertising Week Europe earlier this week. Here’s what John Hegarty had to say about that. He doesn’t like the word ‘bravery’, linking that directly to an element fear and nobody wants to be afraid.
Firstly, he said: “Agencies don’t make great decisions they make recommendations and when we talk about agencies being brave, we’re not, it’s our clients.”
And secondly: “We spend a lot of time trying to get clients to buy brave work and my latest observation is if 10 per cent is bought by clients you’re doing quite well. So you’re being paid vast amounts of money for being ignored 90 per cent of the time.”
Hegarty admits that despite his efforts trying to get clients to be brave with advertising, they are simply not “attuned” to taking risks. His solution? Change your approach.
“There is no point in saying ‘I want you to be brave’. You’re not going to succeed,” he told the advertisers in the room. “We need to challenge this notion that we’ve got to sell more bravery because people won’t like it – we’ve got to think of a different word for it.”
Hegarty revealed he now uses the word “excitement” when talking about bolder work to clients.
Full article/report on The Drum.
Image credit also The Drum.