Creative Genius 

John Hegarty, co-founder and worldwide creative officer, BBH tells Elen Lewis that maintaining his agency's independence has been his proudest achievement and says he can never rest on his laurels

What's the most valuable lesson you've picked up in your career?

Do interesting things and interesting things will happen to you.

What's the best decision and the worst decision you've ever made?

The best decision was founding BBH in 1982, the worst was not starting sooner.

What brand do you most admire?

Island Records, founded by Chris Blackwell in the 1960s was a powerhouse of change and experimentation. It demonstrates the need for brands to be inventive and not rest on their laurels. That's what makes brands great, they need innovation.

How will communications change over the next 50 years?

We're increasingly moving into a world where people want entertainment from brands. In the broad stroke of history as we become wealthier, the rational diminishes and emotional reasons for buying something increase. It means we have to engage and involve consumers in a way that's entertaining.

How will brands need to change over the next 50 years?

Brands increasingly need to think as if they're in the fashion industry. Consumer decisions from food to cars, home and holidays often have an element of fashion. So how does the fashion industry work? Consider the cues that come from fashion like the irrationality. That's the world we're going to be in, the way a fashion designer says I just think skirts are going to get shorter. Brands need to get braver, they need to put things out there.

BBH has a reputation for developing brilliant ideas for brands. What's your favourite?

Phileas Fogg. We took a decision to say it was made in County Durham, which it was, rather than pretending it was made in some exotic location. We told the truth. When they sold the company United Biscuits had to keep the factory open to continue the advertising. That's the power of an idea.

What does the world of art teach you about brands?

It's all about inspiring people. I don't have to go to an art gallery and if it's not inspiring then you won't come in. That's what I love about art.

And the world of wine?

Wine is the most complex industry you can be in. Wine has half a million competitors and is a market where people are very confused. I've learnt that brands can expand by creating access and making them easily understood and simple. Access equals simplicity. For example, the US car industry developed automatic transmission so more people would buy cars.

What's your proudest achievement?

Maintaining BBH's independence, which is essential if we're creative.

Your marketing hero?

In a way Chris Blackwell who founded Island Records. He demonstrated thee importance of believing in something and sticking with it against all odds.

What inspires you about advertising?

Every day we have to come in and have a new idea. I can't rest on my laurels. It's what I do tomorrow that matters.

Tell us a secret.

I love baking bread.