By Sophie Edwards

What can be learnt from Sir John Hegarty? 

1. Creativity is an expression of the self 
2. Know what type of creativity you are producing. Pure creativity (original thinking like a new piece of art, creating the concept of the Simpsons) OR applied creativity (taking a concept such as the Simpsons and doing an episode) – *hint* aim for pure. 
3. Art without an idea is just decoration 
4. Be daring – constantly break new ground 
5. Fame is powerful

1. Be great at 1 thing and you will have value – don’t be good at both art & copy
2. Is your idea irreverent? Yes? Good
3. Make sure your work represents your opinions – put yourself in your work
4. Work out what you believe in
5. What are you trying to make with your life? 
6. What’s the idea in 1 sentence? 
7. Be fearless – make things which have never been seen before 
8. Risk it – otherwise you’ll just end up repeating yourself 
9. Dialogue with the viewer makes powerful work
10. Go for short and simple ideas – take complicated ideas and reduce them down 
11. Persuade and then promote the brand you’re advertising
12. Work for brands you wouldn’t mind your kid using. 

1. If you’re in a team, have a team brand
2. Remember, you’re only as good as your next ad
3. Have a partner who will tell you when it’s shit. 

1. Good is the enemy of great 
2. Most creative careers last 10 years (gulp). The only way to extend this is to: 

• Absorb things 
• Mix with the best
• Look at great work – Read shit. Think shit. Do shit
• Constantly invest in your creativity 

3. Bring Ego into the game. DO NOT bring your MEE MEE MEE into the room.