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Sir John Hegarty & Orlando Wood on the next creative revolution

Welcome to the 150th edition of the Uncensored CMO podcast. To celebrate, I'm joined by Orlando Wood, my colleague at System1 and author of Lemon and Look Out, with the legend that is Sir John Hegarty, iconic founder of BBH. Today we're talking about why they believe a creative revolution is necessary for the industry and why they are collaborating on a new course "Advertising Principles Explained" as the antidote. https://advertisingprinciplesexplaine... Timestamps 00:00:00 - Intro 00:02:22 - Have Oasis created the most effective ad of all time? 00:16:13 - What can we learn from the history of advertising? 00:22:43 - The advertising landscape when John started BBH 00:28:04 - The next creative revolution - Advertising Principles Explained 00:32:32 - The scientific evidence for emotional advertising 00:38:38 - Who is doing the best, most effective advertising today? 00:41:58 - BBH work with Lynx / Axe 00:44:55 - Why we need more humour in advertising 00:49:32 - Advice to CMOs for selling in this approach 00:51:44 - When does Advertising Principles Explained launch? 00:54:42 - Campaigns that didn’t go well for Sir John Hegarty 00:57:11 - What role do planners have in the success of the creative 00:57:33 - How did they sell in flat Eric to Levi’s 00:58:34 - How to challenge clients to think differently 00:59:13 - What emerging trends will shape the future of advertising 01:00:05 - What skills will the CMO of the future need? 01:02:58 - What trend needs breaking today?