Bartle Bogle Hegarty

Bartle Bogle Hegarty (BBH)
Industry Advertising
Founded Soho, London (1982)
Founder John Bartle, Sir Nigel Bogle, Sir John Hegarty
Number of locations
 London, New York, Sao Paulo, Singapore, Shanghai, Mumbai, LA, Stockholm
Key people

Neil Munn, Global chief executive officer

Pelle Sjoenell, Worldwide Chief Creative Officer
Parent Publicis
Website bartleboglehegarty.com

Bartle Bogle Hegarty (BBH) is a Global advertising agency. Founded in 1982[1] by British ad men John Bartle, Nigel Bogle, and John Hegarty, BBH has offices in London, New York City, Singapore, Shanghai, Mumbai, Stockholm and Los Angeles and employs more than 1000 staff worldwide.

History

The agency's first ad was for Levi's and it showed a black sheep going against the herd. It became the agency icon and spawned the phrase, "when the world zigs, zag". The Levi's black sheep poster was not an easy ad to buy because at the time all jeans ads had people in them, but it proved successful.[2]

Over the next 28 years, BBH went on to produce many award-winning films for Levi's. "Launderette"[3] starred Nick Kamen and was set to a soundtrack of Marvin Gaye's 'I Heard It Through the Grapevine', confirming Levi's place in history as one of the most talked about advertisers ever as they sold over 2 million boxer shorts in one year.[4] In 1991, BBH cast an unknown American actor in the Levi's commercial titled "Camera." His name was Brad Pitt.[5] Other classic work includes "Drugstore",[6] "Creek", "Flatbeat"[7] featuring Flat Eric – a small yellow puppet, "Clayman"[8] and "Odyssey"[9] which was directed by Jonathan Glazer. The 28-year relationship resulted in a total of seven number one singles in Europe.[10]

Beyond Levi's, the company has also been responsible for creating iconic long-running campaigns for other global brands, such as "Vorsprung durch Technik" for Audi which Sir John Hegarty coined in 1984, "The Lynx Effect" for Unilever which propelled the male body spray into the number one spot globally[11] and "Keep Walking" for Johnnie Walker which bought the brand sales up from 13% of the global market when the campaign broke in 2000, to over 20% at the end of 2013 according to IWSR.[12]

In 1997, Leo Burnett Worldwide purchased a 49 percent share in BBH; that share was then held by the Publicis advertising group.[13] In July 2012, a final 51% share in BBH previously attributed to the agency's co-founders was bought out by part-owners Publicis.[14]

BBH has worked for global brands including British Airways, Johnnie Walker, and AXE.

Today, BBH continues to work with global brands including Audi, PlayStation, Google and Absolut.[15]

In 2006 the agency launched ZAG,[16] a branding and venturing division.[17] It has since gone on to expand its capabilities to 8 specialisms, including Sport Marketing, Social, Direct Marketing and Retail.[18]

Labor Disputes

On September 20, 2018, the American labor union SAG-AFTRA called a strike against Bartle Bogle Hegarty, and instructed its members not to accept work from the agency.[19]

In early September, BBH announced that it had withdrawn from its SAG-AFTRA Commercials Contract, first entered into in 1999.[19]

BBH had contended that the union's contractual terms, which do not permit the use of non-union actors and provide for compensation minimums and residuals, put the agency at a competitive disadvantage, stating that "Many of our peer agencies are not signatories."[20]

SAG-AFTRA countered that it had added certain waivers for low-budget commercials, among other provisions, to its contract language, in response to concerns about profitability.[21] The union also said that the strike was against BBH only, and not other subsidiaries of the Publicis Group, including Leo Burnett and Saatchi & Saatchi, who are themselves signatories of the contract at issue.[19]

Awards

BBH has won the Queen's Award for Export twice.

Sir John Hegarty was knighted in the Queen's Birthday Honours list in 2007 and Nigel Bogle was knighted in 2013.[22]

BBH has been Agency of the Year twice at the Cannes Lions International Advertising Festival, first awarded in 1993, and BBH founder Sir John Hegarty also won the first "Lion of St Mark" award.[23]

BBH London was Campaign magazine's UK Agency of the Year in 1986, 1993, 2003, 2004, 2005, 2011 and 2012.[24] and Creativity's "Innovators of the year" in 2014.[25]

BBH also became Effectiveness Agency of the Year for 2008 at both the IPA and APG awards, the first agency to achieve this feat.

BBH was awarded the British Academy Film Award for Home in 2017.[26]

BBH Singapore was awarded Ad Age's 2018 ‘International Agency of the Year’.[27]

References

  1. ↑ "Company Overview of Bartle Bogle Hegarty Ltd". Bloomberg. Retrieved 9 April 2018.
  2. ↑ "Close-Up: Why Levi's proved to be such a good fit for BBH". Retrieved 11 September 2015.
  3. ↑ "Levi's Laundrette Advert (1985)". Retrieved 11 September 2015.
  4. ↑ "6 ads that made... Bartle Bogle Hegarty". Retrieved 2 June 2017.
  5. ↑ "Brad Pitt". IMDb. Retrieved 2 June 2017.
  6. ↑ "Levi's: Drug Store – Video – Creativity Online". Retrieved 11 September 2015.
  7. ↑ "Flat Eric | Special reports | guardian.co.uk". The Guardian. Retrieved 11 September 2015.
  8. ↑ https://www.youtube.com/watch?v=R9pEDjW-XmI, retrieved 11 September 2015 Missing or empty |title= (help)
  9. ↑ Cozens, Claire. "Levi's engineers a reversal of fortune". The Guardian. Retrieved 11 September 2015.
  10. ↑ Sweney, Mark (15 July 2010). "Bartle Bogle Hegarty parts company with Levi's after 28 years of ads". The Guardian. ISSN 0261-3077. Retrieved 2 June 2017.
  11. ↑ "Case Study: Lynx Pulse". D&AD. Retrieved 2 June 2017.
  12. ↑ "After 15 Years With BBH, Johnnie Walker Picks a New Agency". Retrieved 2 June 2017.
  13. ↑ Patel, Kunur. (5 July 2012) Publicis Groupe Acquires Remaining Stake in Bartle Bogle Hegarty | Agency News – Advertising Age. Advertising Age. Retrieved 16 July 2013.
  14. ↑ Publicis takes full control of BBH | Media | guardian.co.uk. The Guardian. Retrieved 16 July 2013.
  15. ↑ "Bartle Bogle Hegarty – Clients – AdForum Profile". adforum.com. Retrieved 2 June 2017.
  16. ↑ "ZAG | ZAG is a branding agency that ventures. We build powerful brands for clients. And we invest our branding skills and resources into ventures with partners". www.zaginvention.com. Retrieved 15 September 2015.
  17. ↑ "BBH branches into brand creation with Zag launch". Retrieved 15 September 2015.
  18. ↑ "All change here: Why BBH, Saatchi and others are shaking up their agency models". The Drum. Retrieved 2 June 2017.
  19. 1 2 3 McNary, Dave (2018-09-20). "SAG-AFTRA Calls a Strike Against Ad Agency Bartle Bogle Hegarty". Variety. Retrieved 2018-09-20.
  20. ↑ (TNS), David Ng Los Angeles Times. "SAG-AFTRA clashes with ad industry over rise in nonunion commercial production". Virginian-Pilot. Retrieved 2018-09-20.
  21. ↑ Robb, David (2018-09-06). "SAG-AFTRA Accuses Bartle Bogle Hegarty Ad Agency Of Lying To Actors About Commercials Pact". Deadline. Retrieved 2018-09-20.
  22. ↑ "Bogle becomes second BBH founder to be knighted". Retrieved 15 September 2015.
  23. ↑ "CANNES LIONS HONOURS SIR JOHN HEGARTY WITH FIRST LION OF ST. MARK".
  24. ↑ "Advertising Agency of the Year: Bartle Bogle Hegarty". Campaign. 13 December 2012. Retrieved 9 August 2014.
  25. ↑ "Creativity Innovators of the Year: BBH London". Advertising Age. 15 January 2015.
  26. ↑ "Campaign: BBH production arm and Somesuch scoop Bafta" Campaign, 13 February 2017 (Retrieved 14 April 2017)
  27. ↑ "BBH Singapore Is Ad Age's 2018 International Agency of the Year". Retrieved 19 February 2018.

Further reading

  • Hegarty, John (13 June 2011). Hegarty on Advertising: Turning Intelligence Into Magic. Thames & Hudson. ISBN 978-0-500-51556-3.
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