"Do interesting things and interesting things will happen to you” is a famous saying by advertising creative John Hegarty. He is the cofounder of Bartle Bogle Hegarty, one of the world’s most awarded creatives, and the mind behind some of the most well-known advertising including Levi’s"Launderette" and Audi’s "Vorsprung Durch Technik. “ He has applied his creativity well beyond advertising, according to Fast Co.Create, so he has shared insight on getting more creative.
“You have to stay riveted to what is going on around you,“ he said. The working life span of a creative can be short. While artists can repeat the same ideas, creatives need to continually come up with new material. One way to turn a 10-year career, into 20 years, according to Hegarty, is to stay connected.
Be Like Paul Smith
To illustrate the importance of staying connected, Hegarty pointed out fashion designer Paul Smith’s experience in the Milan airport. Smith had some time to kill as his flight was delayed, but instead of retreating to a quiet seating area, he took a stroll around. A bracelet charm which had fallen to the ground caught his eye, so he picked it up and decided it would make a beautiful button for a shirt.
Success Can Breed Failure
According to Hegarty, getting recognition for your achievements can be dangerous. With the awards comes the nice car and the big office, all of which can prevent outside influences from coming in. “You become isolated, and creatives cannot become isolated because they have to be part of culture, “he said.
Taking risks is easy when you are starting out, because no one knows you and failure doesn’t stick. He commented, “Your success really does eat away at your future opportunities. It takes great courage to break through.”
Once you’ve achieved enough to be held in high regard, people may stop disagreeing with you. “You need people around you that you can trust to say "that’s a shit idea," Hegarty added. “Every McCartney needs a Lennon.”
Expand Your Personal Circle
Hegarty likes spending time with people in professions different from his own. “Talking to people in different industries about what they do is fascinating,” he commented. “It opens channels in your thinking you didn’t know were there.”
Hegarty is an avid reader of the Financial Times, though he doesn’t always understand it. He said, “You have got to read stuff outside your comfort zone, as well as doing things you love. You can pick up a business article, get a creative angle on it and find the solution in creativity.”
Amanda Ciccatelli, Social Media Strategist at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the tech industry. She can be reached at email@example.com. Follow her at @AmanadCicc.