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The golden age of British creativity is over

on August 24, 2005 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.”

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