John Hegarty on Creative Thinking

John Hegarty, co-founder of and worldwide creative director at BBH has just published a new book. Released today (Monday March 10), Hegarty on Creativity - There Are  No Rules, is published by Thames& Hudson and, in it, Hegarty details 50 insights to guide the reader through the creative process; from choosing your best ideas to dealing with fame when your product becomes successful.

Below, Hegarty discusses the reasons why he wrote the book, explains why, with the help of chef Anna Hansen, he has made the pages of some of the books edible, and tells us how he enjoyed creating the skethes that accompany his words (some of which can be seen here) and that he might work on some more...

What compelled you to write the book?

Another moment of madness. I find writing arduous. I’m an art director. I was so annoyed by the continued crap that’s written about the creative process.

Usually written by people who’ve never had an idea in their life. Or made one. So I thought I’d write down a few thoughts from the 40 years working in a creative environment.

How involved were you in the design and layout?

Very involved. Although the inside was designed by Fred Birdsall, which was a real pleasure. Especially as his grandfather, Derek ,taught me at London College of Printing. Not his father, his grandfather!

The concept of edible paper and being able to eat the words is a novel one; how did that idea come about?

I like the idea of trying something different and making it challenging. I also thought it demonstrated the value of creativity in a unique way. It was also a bit of fun, if you don’t like the book, you can eat it. That’s useful.

At the start of the book you mentioned that there is ‘no such thing as originality’; would you agree that creative are often unfairly hard on fellow creatives’ ideas because they deem them derivative?

This is always difficult. Is it a copy or an homage? I’m  slightly suspicious of the word ‘homage’. One person’s homage is another’s copy. In the end you have to be your own judge. 

When you look at yourself in the mirror what do you see? Someone who tries desperately to find a fresh way of saying something or someone who just steals other peoples ideas? It’s your reflection.

You talk about your belief in the concept of copywriter/art director teams and of teams not being ‘echoes of each other’. But we seem to be entering an age where people are often expected to be able to do more than one thing to a high level, so can you expand on why the AD/CW partnership is so important?

Virtually all creativity benefits from putting opposites together to create friction. Out of this friction can come the spark of an idea. Surrounding yourself with echoes of yourself will just result in that, an echo. I want to be challenged, pushed, enlightened.  Out of that will emerge freshness. 

So, old school - new school.  Working class – upper class.  Art director – writer.  Big - small.  Fat – thin.  Difference makes a difference. Think about it and you’ll get what I mean.

You also discuss the need to banish cynicism; would you agree that we’re currently living in a more cynical society and also, how do you stop yourself from being cynical?

No I don’t think we’re living in a more cynical society. I think we’re living in a more challenging world.  A world where we have to work harder to be heard and believed.  But I like that.

There are 50 ‘rules’ on creativity in the book but which one, if any, would you place the most emphasis on?

Firstly, nowhere do I say these are ‘rules’. I talk about provocations and guidelines.  What I’ve written comes out of my experiences and the other people I’ve worked with. 

As far as emphasising one over the other, I would hesitate. But what I would say is without an idea, it’s  hard to be distinctive. Ideas can change the world.  A technique won’t. Or as John Cleese once said, “nobody ever laughed at clever lighting”.

The book is made up of bite-sized pieces of information and insight; is that a based on the nature of the way people consume information these days?

No, it’s the way I wanted to write it. However, it is a quick read that hopefully makes you smile. The great lesson advertising teaches you is the power of reduction. If I can make the point shorter why shouldn’t I? And of course, when people are smiling it means they’re listening.

You also contributed the sketches that pepper the book; did you enjoy that process and might we see more artistic endeavours from you in the future?

I did actually. Each chapter was like a little creative brief. Can you say something about this with a cartoon or a visual? I really enjoyed doing that. I might do some more.

Do you have plans to write any more books?

No, no, no. However that’s what I said after any first book. So you can see I am a man of firm convictions.

Other than yours, what book would you recommend people read for some creative inspiration?

I love storytelling. And therefore I love film. The art of storytelling is crucial to communication. I’ve learnt more from the great screen writer William Goldman’s two books, The Adventures of the Screen Trade and Which Lie did I Tell?, than any other book on advertising.

Hegarty on Creativity: There Are No Rules by John Hegarty is published by Thames & Hudson at £7.99.