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Data is (interesting) bollocks says Hegarty at Ad Week

Earlier on we had data champion Sir Martin Sorrell telling us at Advertising Week how it was transforming the business (Sorrell wants Ad Week to be called something else – data week?).

Up grams Sir John Hegarty, late of BBH, to make the very good point that data is important but everybody, if they can afford it, has it. So, logically, these data driven ads (or whatever they’re called) would all be the same.

But branding is about differentiation.

Hegarty has been fighting a rear guard action against Sorrell-ism for years now.

I think Sir John gets better with age. Must ask him who his tailor is.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

One comment

  1. Never forget… Sir John earned his chops creating great advertising. Sir Martin bought his chops, parlaying his original acquisition of a supermarket trolley company, Wire and Plastic Products, into the evil empire of advertising that we have all now descended into. I blame the Saatchi Brothers for hiring him in the first place as part of their relentless slog to Thatcherite Lordships.

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