“The unpredictability is what makes what we do in advertising so exciting… You’ve already fed all the issues, concerns, wishes and desires of the brief into your mind – then you just have to let it percolate. Out of that absurd, crazy process pops a brilliant thought: that’s where the magic emerges.” So says Sir John Hegarty, one of the world’s top creative admen, who spoke at Design Indaba 2013. For more from Hegarty on TREND. ‘John Hegarty’s advertising magic’.
Source: Sir John Hegarty, Design Indaba 2013; ‘Hegarty on advertising – turning intelligence into magic’.
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