ADVERTISING & PROMOTION: Agency profile: Bartle bogle hegarty

With new London premises, a new agency structure, a start-up operation in the Far East and the first Queen’s Award for Export Achievement earned by any ad agency, 1996 has been one of the most important years in Bartle Bogle Hegarty’s 14-year history.

With new London premises, a new agency structure, a start-up operation

in the Far East and the first Queen’s Award for Export Achievement

earned by any ad agency, 1996 has been one of the most important years

in Bartle Bogle Hegarty’s 14-year history.

Having endured a confused period in the early 90s, the agency has

emerged with a clear sense of its own identity in an increasingly

competitive worldwide market. Since the day eight people set up with no

business and stating that they would never do full creative pitches, BBH

has oozed integrity. John Hegarty’s name has become a byword for

creative standards, John Bartle is the current president of the IPA, and

BBH epitomises what every independent agency hopes to achieve.

Last year’s resignation of Cadbury underlined BBH’s determination to

stand by its beliefs - a stance which makes it a superb business

partner, says Levi’s European consumer marketing manager, Xavier

Gauderlot: ‘Their strategic thinking is excellent and our permanent

dialogue has implications way beyond advertising. Internationally, they

are the best partners I have worked with.’

It is hard to criticise BBH. The work, elegant and witty with a distinct

style (think Levi’s, Boddingtons, Haagen-Dazs, Polaroid and the new Club

Med campaign) might be a little two-dimensional, but that is a minor


BBH has subsidiaries in direct marketing, design, educational

sponsorship and media. But its planned Singapore office, to be headed by

former London managing director Simon Sherwood, is its most

controversial move so far. Is BBH diluting one of its key points of

difference - the principle that great international work can be created

by one office, without a traditional ‘network’?

Managing director Martin Smith is emphatic that the move extends the

principle. While BBH-London creates campaigns for the pan-European

market, BBH Singapore will do the same for Asia Pacific. However, the

agency is keeping an eye on the American market - a move into the US

would raise the question of where parallel offices stop and a network


Yet BBH, having built a mini-empire by putting quality control before

profit, has coped well with the changes in the 90s. The goal posts may

have moved since 1982 and the agency has certainly up-dated its game

plan - but it is still playing in the same strip and is not in the habit

of scoring own goals.


Bartle Bogle Hegarty


Billings (1995)           pounds 160m

New business (1996)       Metaxa, Wallis, Perfetti, Selfridges, Ray-Ban,

                          Golden Wonder, McCain Pizza, Levi’s Japan,

                          Rolling Rock

Key clients               Audi, Whitbread, Levi’s, Haagen-Dazs, NatWest,

                          Heineken, Coca-Cola, Polaroid

Key people                Joint chief executives John Bartle and Nigel

                          Bogle, chairman/creative director John

                          Hegarty, managing director Martin Smith



Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer