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The founder of BBH on the pointlessness of brainstorms, rebranding big data and why passion is key for creating great work

Watch Sir John Hegarty, founder of BBH, discuss the value of creativity in a changing media landscape with Pelle Sjoenell, the agency’s new worldwide chief creative officer. During the talk, Hegarty argues that the point of a brand is difference, but the advertising industry’s over-reliance on data means there’s a danger that all brands are becoming the same.

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