Issue 68: A Bulletin for Big Ideas and Better Business

Need a campaign idea? Go to the source

💬 Sir John Hegarty

At BBH, one of our great client wins was Audi, the German automaker. It was 1982, and the stakes were high. My view is that it’s usually impossible (or at best, exceptionally hard) to create brilliant work for a client that you don’t have a forensic understanding of: The history. The heritage. The places. The people. So, once we’d finished congratulating ourselves on the new account, our creative team set forth to Ingolstadt, to see where the motors were made.

I will always be grateful that we took this initiative. Because as we were taking a tour of the factory, admiring the assembly lines, and chatting to engineers, I noticed a faded poster on a wall. It proclaimed a phrase that I couldn’t quite understand in the moment: “VORSPRUNG DURCH TECHNIK”. There’s no literal translation for the first word in this statement, but it means broadly: ‘projection’ or ‘advancement’. And the latter two are of course ‘through’ and ‘technology’.

I thought it would be the perfect thing, although the customer research and focus group argued otherwise

“What’s that?” I asked.

“Just an old bit of advertising,” explained our guide. “We don’t use it anymore.”

The three words lodged in my mind. It was so coherent, so clear, so German. Later on, we needed an end line for our campaign. I thought the slogan would be the perfect thing to revive (although the customer research and focus group all argued otherwise). Nevertheless, our client liked the idea. And – more importantly – so did the UK car-buying public. These were the right words for the right moment. And if we hadn’t scoured the factory floor, we may never have discovered them. The communications solution you’re looking for can often be found in the same place the products are made.

THE AGENDA

🗓️ Diarise this: your agenda for the coming week

1.
NYCxDESIGN descends on the Big Apple this week with a packed programme of exhibitions, talks, and installations. From industrial icons to emerging talent, the citywide celebration is a lively showcase of innovation in contemporary design.
15th – 21st May

2.
Photo London kicks off tomorrow, with a wide selection of newcomer galleries to explore in the Discovery section. Here, visitors will find unflinching portraits of Miami’s underground presented by New Orlean’s Mortal Machine Gallery and large-scale flower tableau’s courtesy of Rotterdam’s Contour Gallery.
14th – 18th May

3.
One of America’s most prestigious fiction honours, the PEN/Faulkner Award, will be presented on Wednesday. Founded by author Mary Lee Settle, the prize celebrates exceptional literary achievement by American writers – and this year’s shortlist is among the most diverse yet.
15th May

4.
All eyes—and ears—will be on Basel this weekend as the Eurovision Song Contest takes over the Swiss city. Known for its spectacular performances, unpredictable voting and extravagant staging, this year’s edition promises another night of dazzling pan-European pop drama.
17th May

5.
Melbourne Design Week provides a platform for Australia’s leading creatives, with more than 100 exhibitions around the city and regional Victoria — exploring everything from the revival of indigenous fishing methods to contemporary hospital design.
15th – 25th May

CANNES/ FILM

In competition: ‘La petite dernière’ by Hafsia Herzi, adapted from Fatima Daas’ novel
Source: mk2 Films

A Cannes of worms

As the Cannes Film Festival prepares to roll out the red carpet, a cloud of uncertainty hangs over the industry. While this year’s edition features everything from Tom Cruise’s latest Mission Impossible to a rich slate of indie contenders, the spotlight is also on Donald Trump’s May 4 announcement: a proposed 100% tariff on all foreign-made films. Cannes president Iris Knobloch has urged calm, but the industry is rattled. Executives warn that such a move could freeze international production and unravel the complex web of subsidies many studios rely on. Add to that rising interest rates, inflationary pressure on production materials, and a still-recovering industry post-Covid and strikes, and the anxiety is palpable. Yet if history is any guide, the global film sector’s creativity and resilience may once again prove stronger than the storm.

ON CREATIVITY /

Contributor: Sir John Hegarty

LONDON / ARCHITECTURE

On horseback: A proposed a new sculpture of Queen Elizabeth II
Source: Courtesy of Malcolm Reading Consultants and Foster + Partners

Fit for a queen

Plans for a new national memorial honouring Queen Elizabeth II have taken a major step forward, as the government unveils five design concepts for a site in London’s St James’s Park. An online exhibition allows the public to view and comment on the proposals, which range from stately statues of the Queen on horseback to a bronze-cast oak tree and interweaving bridges over the park’s lake. A specially convened committee will choose a winning design later this year, with the final memorial expected to be unveiled in 2026 – what would have marked the late Queen’s 100th birthday. With a budget of up to £46 million, the memorial is set to become a significant new public landmark. Beyond tribute, it’s a national opportunity to reflect on a reign that shaped modern Britain – and to do so in a space designed for contemplation and connection.

LOS ANGELES / BOOKS

Passions run deep in BookTok: Josh Duhamel in ‘Ransom Canyon’
Source: Netflix

Reading between the lines

TikTok’s book-loving corner of the internet is rewriting the rules of publishing. What started as a niche community of passionate readers has ballooned into a cultural juggernaut: #BookTok now boasts more than 370 billion views, with viral video recommendations by literary influencers turning overlooked titles into chart-toppers and securing major screen deals. The latest hit? Ransom Canyon – a modern western drama that went from BookTok buzz to Netflix No.1, starring Josh Duhamel and Minka Kelly. It’s set to be followed by other viral favourites like Twisted Love and The Seven Husbands of Evelyn Hugo, both now in production. The ripple effect is tangible offline too, with Barnes & Noble reporting a boom in foot traffic and expanding its store network for the first time in years. For publishers and producers alike, ignoring BookTok is no longer an option – it’s setting the agenda.

I start with a question. Then try to answer it.

/Mary Lee Settle