Digital advertising and marketing: only the best ideas worldwide, since 2003

The golden age of British creativity is over

August 24, 2005 at 10:06 by Martina Comments

On The Independent Peter York writes an article entitled “How the weight of the world killed British creativity”. British agencies still win prizes, but they no longer dominate the scene as it used to be in the past. Globalization is the cause to blame, says John Hegarty, Chairman and Worldwide Creative Director at BBH:

“Eighty per cent of the briefs that come my way are global. As soon as you get more than a small group involved in deciding on a creative idea, you’re in danger of reverting to a lowest common denominator approach. Things get e-mailed and faxed around the world and there’ll be someone in Taiwan who doesn’t like it. And that means there’s a lot more reliance on technique than on ideas and narratives.”

3 Responses to The golden age of British creativity is over

  1. Piers Fawkes says:

    Globalization? Conceit more like. See what I said in my post: British Marketers Won’t Get It: http://www.psfk.com/2005/07/british_markete.html

  2. Ben says:

    This struck a chord with another article I read yesterday about falling levels of language learning in the UK.
    It’s time for Britain to stop resting on its mouldy old laurels and engage with – instead of sneering at – the rest of the world.
    More on this idea in my article Parlez-vous progress?.

  3. Sunil says:

    The sun has set on the British Empire.
    is that news?
    Wake up Mr Hegarty!

Advertise here