“You have to accept the creative process is completely dysfunctional. If you deny that fact, you will ultimately fail. Creativity is a manic construction of absurd, unlikely irreverent thoughts and feelings that somehow, when put together, change the way we see things. That’s why it’s magic,” says Sir John Hegarty, advertising creative and founder of Bartle Bogle Hegarty (BBH), speaking 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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