Somewhere in Sir John Hegarty’s attic – or maybe adorning one of his walls – will be a photo of him with a Vespa scooter, that style icon of the 1960s that help to shape Britain’s most famous creative (left) in his art school days. Without one of those disagreeable helmets of course.
So it’s amazing, in a way, that the Italian scooter brand, owned by Piaggio Group, has taken this long to seek out BBH to handle its ad account.
Vespa doesn’t spend very much (or hasn’t) but no doubt BBH will have extracted a budget. Be nice if it runs to film to see what the agency can really do (it’s a bit too easy to run press ads and posters featuring a sharp-suited Italian version version of a mod and a pretty scooter). No doubt Hegarty, who’s supposed to be winding down following his replacement as global CCO by Alexandre Gama although there’s not much sign of it, will find a way of becoming involved.
I’m sure he doesn’t need any tips but here’s one anyway: