Hegarty on Advertising

Some words of inspiration from Sir John Hegarty, the best of modern copywriters.

“We’re all creative, it’s just some of us earn our living by being so.”

“We haven’t come this far to be ordinary.”

“What the heart feels today, the head will know tomorrow.”

“Do interesting things and interesting things will happen to you.”

“The first lesson of branding: memorability. It’s very difficult buying something you can’t remember.”

“Always remember: a brand is the most valuable piece of real estate in the world; a corner of someone’s mind.”

“Obsessing about one medium versus another is a waste of energy – it is the cultivation and management of ideas, and the people who generate them, that is the crucial factor.”