Bartle Bogle Hegarty

Bartle Bogle Hegarty (BBH)
Industry Advertising
Founded Soho, London (1982)
Founder John Bartle, Sir Nigel Bogle, Sir John Hegarty
Key people
 Neil Munn, Global Chief Executive Officer
Parent Publicis
Website www.bartleboglehegarty.com

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

History

BBH opened for business on 29 March 1982 in Soho, London.

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.[1]

Over the next 28 years, BBH went on to produce many award-winning films for Levi's. "Launderette"[2] 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.[3] In 1991, BBH cast an unknown American actor in the Levi’s commercial titled “Camera.” His name was Brad Pitt.[4] Other classic work includes "Drugstore",[5] "Creek", "Flatbeat"[6] featuring Flat Eric - a small yellow puppet, "Clayman"[7] and "Odyssey"[8] which was directed by Jonathan Glazer. The 28-year relationship resulted in a total of seven number one singles in Europe.[9]

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,[10] "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]

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

BBH has worked for global brands including Audi, PlayStation, Levi Straus, British Airways, Johnnie Walker, and AXE.

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]

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.[19]

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.[20]

BBH London was Campaign magazine's UK Agency of the Year in 1986, 1993, 2003, 2004, 2005, 2011 and 2012.[21] and Creativity's "Innovators of the year" in 2014.[22]

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.[23]

References

  1. ↑ "Close-Up: Why Levi's proved to be such a good fit for BBH". Retrieved 2015-09-11.
  2. ↑ "Levi's Laundrette Advert (1985)". Retrieved 2015-09-11.
  3. ↑ "6 ads that made... Bartle Bogle Hegarty". Retrieved 2017-06-02.
  4. ↑ "Brad Pitt". IMDb. Retrieved 2017-06-02.
  5. ↑ "Levi's: Drug Store - Video - Creativity Online". Retrieved 2015-09-11.
  6. ↑ "Flat Eric | Special reports | guardian.co.uk". www.theguardian.com. Retrieved 2015-09-11.
  7. ↑ https://www.youtube.com/watch?v=R9pEDjW-XmI, retrieved 2015-09-11 Missing or empty |title= (help)
  8. ↑ Cozens, Claire. "Levi's engineers a reversal of fortune". the Guardian. Retrieved 2015-09-11.
  9. ↑ Sweney, Mark (2010-07-15). "Bartle Bogle Hegarty parts company with Levi's after 28 years of ads". The Guardian. ISSN 0261-3077. Retrieved 2017-06-02.
  10. ↑ "Audi". Wikipedia. 2017-06-01.
  11. ↑ "Case Study: Lynx Pulse". D&AD. Retrieved 2017-06-02.
  12. ↑ "After 15 Years With BBH, Johnnie Walker Picks a New Agency". Retrieved 2017-06-02.
  13. ↑ Patel, Kunur. (2012-07-05) Publicis Groupe Acquires Remaining Stake in Bartle Bogle Hegarty | Agency News - Advertising Age. Adage.com. Retrieved on 2013-07-16.
  14. ↑ Publicis takes full control of BBH | Media | guardian.co.uk. Guardian. Retrieved on 2013-07-16.
  15. ↑ "Bartle Bogle Hegarty - Clients - AdForum Profile". www.adforum.com. Retrieved 2017-06-02.
  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 2015-09-15.
  17. ↑ "BBH branches into brand creation with Zag launch". Retrieved 2015-09-15.
  18. ↑ "All change here: Why BBH, Saatchi and others are shaking up their agency models". The Drum. Retrieved 2017-06-02.
  19. ↑ "Bogle becomes second BBH founder to be knighted". Retrieved 2015-09-15.
  20. ↑ "CANNES LIONS HONOURS SIR JOHN HEGARTY WITH FIRST LION OF ST. MARK".
  21. ↑ "Advertising Agency of the Year: Bartle Bogle Hegarty". Campaign. 13 December 2012. Retrieved 9 August 2014.
  22. ↑ "Creativity Innovators Of The Year: BBH London". AdAge. 15 January 2015.
  23. ↑ "Campaign: BBH production arm and Somesuch scoop Bafta" Campaign, 13 February 2017 (Retrieved 14 April 2017)

Further reading

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