Issue 15: A bulletin for big ideas and better business.

Issue 15: A bulletin for big ideas and better business.

Sir John Hegarty's Creativity Code. Why Eurovision Matters. BAFTAs. And a Bling Thing.

We’re all ears

Our mission is to deliver a weekly hit of creativity to your inbox. Now we’ve done 15 issues, we’d love to know how we might do it better. Do we need to broaden our coverage to include style tips from Doja Cat? Should we offer a look-ahead to Bridgerton Season Three? Or something else. Write to Sir John Hegarty at: John@thegaragesoho.london.

OPINION/ CREATIVITY 

Code breaker: tenets for better work

💬 Sir John Hegarty

Everyone needs a code to live by.

In the course of my career, I’ve discovered ten rules for creative business (I’m aware that the list below contains eleven, but the last one is a bonus). Whenever I’ve adhered to them, work has soared, and things have often turned out better than expected. I hope they help you with whatever you’re trying to get done this week.

  1. Be an optimist. 
    You have to believe that you are going to have an impact and make the world a better place. Energy and enthusiasm are contagious.
  2. Remove the headphones.
    The world is full of inspiration. Listen.
  3. Mix with the best.
    Great thinkers congregate, learn from each other and get inspired.
  4. Read shit.
    Read good things in the hope it will rub off. Also, read outside your discipline to give yourself an unexpected advantage.
  5. Respect your ego.
    Ego is “I”, your sense of belief, your opinion. Don’t allow this to become “hubris”. This is when your self-importance is too high.
  6. Respect, don’t revere.
    Admire ideas, not people. The former don’t let you down.
  7. Constantly question.
    Children are restless and constantly questioning. This is how their knowledge expands. Don’t be afraid to ask the unusual question. It will expand your knowledge.
  8. Embrace juxtaposition.
    It will dramatize your message and encourage your audience to question ‘why?’.
  9. Never exclude.
    Creativity is an expression of self. Make sure you have as many different people in the room as possible.
  10. Be inspired by beauty.
    Everyday beauty is all around you – just look for it. It will lift your creative spirit.
  11. There are no rules.
THE AGENDA

1.
Parents’ Day is a national holiday in South Korea dedicated to mothers and fathers. With the country’s cultural exports in the ascendancy, it’s a reminder that creativity often begins at home – with a bit of early encouragement.
8th May  

2.
The EU marks Europe Day. It’s 74 years since the Schuman Declaration created an economic alliance between France and Germany (and prevented further fall-outs). Rio Carnival it isn’t. The bloc’s achievements can be saluted by a ruminative walk around the Roman amphitheatre-inspired European Parliament in Strasbourg.
9th May

3.
For a celebration of everything hand-made, head to sites around the UK capital for London Craft Week. It comprises of around 750 makers, designers, brands and galleries. Highlights promise to be a glass-blown installation from artist Dale Chihuly, and Hauser & Wirth’s Objects of Contemplation.
13th – 19th May

Finding Nemo
Contributor: ANP / Alamy Stock Photo

EUROPE / MUSIC

Nul points

Unmissable – and unlistenable. The 68th Eurovision Song Contest kicks off today in Malmö, with a series of semi-finals before the big show on Saturday. Expect the usual kitsch displays of European unity: a violin quintet from Moldova, a Croatian pop star named Baby Lasagne and a black-clad Ukrainian duo performing an ode to Mother Theresa. Odds are on Switzerland’s Nemo who is being lauded for a sort of opera-influenced rap that they perform in an upper register. The contest itself is a reminder that there’s a difference between what people will vote for, and what they will pay for. While Eurovision gets dizzying viewing figures, artists that perform well on the programme rarely score highly in the actual charts.

Contributor: Clo’e Floirat

CREATIVE HACK

Solitude

Too much collaboration is a bad thing. Making time for quiet seclusion enables deep thinking to happen.

UK / MEDIA

Box-art

Stars of the small screen will be in the spotlight this weekend at the BAFTA TV Awards. The ceremony will be hosted by comedians Romesh Ranganathan and Rob Beckett on Sunday at London’s Royal Festival Hall. Television is one of the UK’s most important cultural exports, and the industry’s biggest night sees international smash-hits like The Crown and Top Boy celebrated. Also up for multiple awards is Succession, which Brits have legitimate claim over given creator Jesse Armstrong hails from Shropshire. But it’s not just big drama series that will be getting their due at the ceremony, there are also categories for news coverage, with Sky News nominated for its coverage of conflict in Myanmar and the Israel-Hamas War. Reality TV shows are also up for prizes, with Married At First Sight and Squid Game: The Challenge nominated. From the high-brow to the low, it’s an important celebration of the art of television-making in all its forms.

Slick Rick: expensive tastes. Strong neck.
Contributor: WENN Rights Ltd / Alamy Stock Photo

NEW YORK / ART

All gold everything 

As Jay-Z saysDiamonds Is Forever. Jewellery has a prominent place in hip hop culture. Since the dawn of the genre in 1970s Brooklyn, its stars have been characterised by a penchant for flashy, diamond-encrusted accessories and New York’s American Museum of Natural History will be paying homage to these artfully-crafted status symbols with its new show Ice Cold: An Exhibition of Hip-Hop Jewellery. From Thursday, visitors to the museum’s recently revamped Allison and Roberto Mignone Halls of Gems will be treated to a display featuring pieces worn by the likes of the Notorious B.I.G., A$AP Rocky and Nicki Minaj. The institution is known for prehistoric fossils and scientific collections, but a contemporary display like this shows that an OG museum can still keep it real.

The creative life is an amplified life. It’s a bigger life, a happier life, an expanded life, and a hell of a lot more interesting life.

Elizabeth Gilbert

Weekly Inspirations

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Weekly Inspirations

Sign up to our newsletter for your weekly dose of creative inspiration.

Steven Wolfe Pereira

Founder of Alpha

25+ years driving technology transformation at the intersection of marketing, media, and AI.

He has led $5+ billion in strategic transactions, scaled AI-first companies, and held leadership roles across Oracle, Neustar, Publicis Groupe, TelevisaUnivision, and more.

Today, as the founder of Alpha, he advises boards and executives on how to govern AI transformation with confidence. Named a LinkedIn Top Voice and featured in major business publications, Wolfe Pereira combines real operator experience with board-level strategic insight.

Now, he brings that expertise to you—giving you the operator’s perspective on how to thrive in the AI era.

Unlock the 5 Secrets of Business-Critical Creativity for the AI Age

Learn why 87% of leaders say creativity is as vital as efficiency, and how human ingenuity will define success in a world transformed by AI.

Sir John Hegarty

Sir John Hegarty

Founder at Saatchi & Saatchi & BBH

John Hegarty has been central to the global advertising scene for over six decades.

He was a founding partner of Saatchi and Saatchi in 1970. And then TBWA in 1973. He founded Bartle Bogle Hegarty in 1982 with John Bartle and Nigel Bogle. The agency now has 7 offices around the world. He has been given the D&AD President’s Award for outstanding achievement and in 2014 was admitted to the US AAF Hall of Fame.

John was awarded a Knighthood by the Queen in 2007 and was the recipient of the first Lion of St Mark award at the Cannes Festival of Creativity in 2011. John has written 2 books, ‘Hegarty on Advertising – Turning Intelligence into Magic’ and ‘Hegarty on Creativity – there are no rules’.

In 2014 John co-founded The Garage Soho, a seed stage Venture Capital fund that believes in building brands, not just businesses.

Orlando Wood

Orlando Wood

Author and Chief Innovation Officer

Orlando is probably the world’s leading thinker on creative effectiveness. He is the author of advertising’s ‘repair manual’, Lemon, published by the Institute of Practitioners in Advertising in 2019, and its sister publication, Look out (IPA, 2021), the ‘advertising guide’. His books are found on the curricula of communications courses; they complete the libraries of universities and advertising agencies.

Orlando is respected by both advertisers and advertising agencies because he can talk both the language of creativity and profitability. His research draws on neuroscience, the creative arts and advertising history to describe how advertising works, and how it works at its best. How the work, works.

Orlando is unique in drawing a link between advertising’s creative features and its profitability, and for showing how advertising styles have changed in the digital world. If you have ever heard the advertising term ‘fluent device’, it’s because he coined it (and if you haven’t, he uses it to describe the profitable use of recurring characters and long-running scenarios in advertising campaigns).

Greg Hoffman

Greg Hoffman

Global Brand Leader, Advisor, Speaker, Instructor & Author

Greg Hoffman is a global brand leader, former NIKE Chief Marketing Officer, and founder and principal of the brand advisory group Modern Arena.

For over 27 years, Greg held marketing, design, and innovation leadership roles at NIKE, including time as the brand’s CMO. In his most recent role as NIKE’s Vice President of Global Brand Innovation, he led teams tasked with envisioning the future of storytelling and consumer experiences for the brand.

Greg oversaw NIKE’s brand communications and experiences as NIKE was solidifying its position as one of the preeminent brand storytellers of the modern era and the leading innovator in digital and physical brand experiences. Through his leadership, Nike drove themes of equality, sustainability, and empowerment through sport in some of its most significant brand communications. That work was, in part, driven by his role on the Advisory Board of the NIKE Black Employee Network and as a member of the NIKE Foundation Board of Directors.

His role in the rise of marketing and design through that period was recognized in 2015 when Fast Company named him one of the Most Creative People in Business. He’s also been recognized for his transformative leadership in the industry through the Business Insider’s 50 Most Innovative CMOs and AdAge’s Power Players annual lists.

In 2022, Greg brings all of his brand experience to the world through his new book Emotion by Design: Creative Leadership Lessons From a Life at Nike.