‘Stop Working in Advertising.’ To Engage You Need to Entertain.

Speaker

Sir John HegartyAdvertising Legend | Pioneer of Global Creative Strategy

About this talk

In today’s attention economy, irrelevance is the real enemy. People pay good money to avoid advertising. They don’t pay to avoid Netflix. That should tell us something. Marketing must stop borrowing from science and start learning from show business. Entertainment understands attention, emotion and culture in ways the industry has forgotten. In this talk, Sir John Hegarty draws on decades of experience to argue that creativity must seduce again. Through provocative examples and uncomfortable truths, he explores why safe, beige thinking leads to invisibility. This session will challenge how you capture attention, inspire more compelling work, and remind you of a simple truth: if it doesn’t entertain, it doesn’t work.