Advertising industry icon Sir John Hegarty to deliver creative keynote at Content London

Sir John Hegarty, one of the most iconic names in advertising creativity, is set to keynote at Content London to share his views on how to capture people’s attention by telling stories that matter as brands move centre stage in the story of entertainment.

Hegarty became part of advertising folklore as one of the founders of Bartle Bogle Hegarty, the agency behind such iconic campaigns as Levi’s laundrette and Audi’s ‘Vorsprung durch Technik.’

As it becomes increasingly important for entertainment programmes to behave like consumer brands, this keynote will outline the fundamentals of how to capture the audience’s attention.

Hegarty said: “You’re talking, but is anybody listening? In a world with an increased opportunity to communicate, the problem we all have is how to get people to listen.

“We are overwhelmed with average. How do we capture people’s attention? How do we get to exceptional? How do we break through? And importantly, what constitutes a great piece of communication?”

As brands become commissioners, their experience of how to reach an audience is changing the nature of content creation and storytelling.

In this compelling keynote session, Hegarty will share his point of view.

The keynote will be followed by a Commissioner Brands session in which leading players will discuss their role in the new entertainment landscape and share their content partnership work and strategies.

In the evening of the same day, Content London will host the inaugural Global Branded Entertainment Awards, produced in association with the BCMA in partnership with C21.
This will showcase some of the most compelling work commissioned by brands in the past year.

In a Content London Brand Connect speed-networking morning the following day, a raft of major brands will share their upcoming partnership requirements with delegates in a series of one-on-one meetings.

C21 founder David Jenkinson said: “We are delighted Sir John has chosen Content London as the platform to share his thinking about the future opportunities between brands and the entertainment business. As we navigate the new content economy, brands will play and increasingly central role in the creative process, and fresh, direct partnerships will spawn a new generation of creativity.”

You can find out more about Content London and register with a 20% fall discount by CLICKING HERE. This rate ends on September 30.

Speaking at Content London:

Sir John Hegarty
Founder, Creative
Bartle Bogle Hegarty (BBH), The Garage Entertainment
Hegarty has been central to the global advertising scene over six decades, working with brands such as Levi’s, Audi, Boddingtons, Lynx, British Airways and Johnnie Walker.
He was a founding partner of Saatchi & Saatchi in 1970.
He co-founded BBH in 1982 with John Bartle and Nigel Bogle. The agency now has offices in London, New York, Singapore, Stockholm, Shanghai, Mumbai and LA.
Hegarty’s creative awards are numerous. He has been given the D&AD President’s Award for outstanding achievement and in 2014 was admitted to the US AAF Hall of Fame. John was awarded a knighthood in 2007 and was the recipient of the first Lion of St Mark award at the Cannes Festival of Creativity in 2011.
He has written two books: Hegarty on Advertising: Turning Intelligence Into Magic and Hegarty on Creativity: There are No Rules.
In 2014, Hegarty co-founded The Garage Soho, an early stage investment company that believes in building brands, not just businesses. In 2022, he co-founded The Garage Entertainment, which aims to unlock creative potential through inspiring, distinctive and entertaining products.

He joins previously announced speakers: