Make the Work Braver, Not Louder

JOHN HEGARTY, Co-founder, BBH, urges creative professionals and founders to embrace creativity as central to business success, warning against process obsession and the dilution of original thought

- By Noor Fathima Warsia

CREATIVITY today risks being diluted by conformity and over-reliance on technology, according to creative legend John Hegarty. He warns that as the industry focuses on speed and scale, it loses sight of what makes work distinctive and enduring.

Hegarty argues that brands must return to their founding purpose to stand apart in a world of intelligent sameness. "Creativity needs difference, not uniformity. If your brand has no belief system, it has no future," he says. For Hegarty, founder vision is what gives brands their soul, and that vision must guide marketing in the AI age.

AI is a Tool, Not the Source of Originality