British Heritage
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BBH - Bartle Bogle Hegarty
A Conduit of British Influence in Global Advertising.
Bartle Bogle Hegarty, more commonly known as BBH, is a stalwart in the realm of advertising, having birthed iconic campaigns that have infiltrated international consciousness. This British global advertising agency has reshaped the advertising narrative since its inception, contributing significantly to the evolution of the industry and the broader British heritage.
BBH was established in 1982 by three visionary British ad men – John Bartle, Nigel Bogle, and John Hegarty. Since its foundation, BBH has evolved into a globally recognised entity with offices in strategic cities such as London, New York City, Singapore, Shanghai, Mumbai, Stockholm, and Los Angeles. Employing over 1,000 staff worldwide, BBH is part of the international agency group Publicis, a testimony to its reputation and influence within the industry. In 2018, the agency was aptly named the IPA Effectiveness Company of the Year, a commendation of its unwavering commitment to delivering impactful campaigns.
BBH's advertising philosophy is encapsulated in their first ad for Levi's, which depicted a black sheep going against the herd. This ad birthed the phrase "when the world zigs, zag" and became the agency's emblematic icon, underlining its bold, innovative approach. Despite the initial resistance due to the absence of human models, a standard in jeans advertisements at that time, the campaign proved successful, validating BBH's nonconformist ethos.
For almost three decades, BBH continued to churn out an array of award-winning films for Levi's, each unique and impactful. Notably, their "Launderette" commercial featuring Nick Kamen and set to Marvin Gaye's 'I Heard It Through the Grapevine' led to Levi's selling over 2 million boxer shorts in a single year. Moreover, BBH's foresight and courage in casting a then-unknown Brad Pitt in the Levi's commercial titled "Camera" exemplify the agency's knack for spotting talent and creating timeless narratives. The long-standing relationship between Levi's and BBH bore fruit in the form of seven number one singles in Europe, a testament to the campaigns' broad cultural reach.
BBH's contributions extend beyond Levi's. The agency has been the mastermind behind long-running campaigns for a variety of global brands. For instance, John Hegarty coined the phrase "Vorsprung durch Technik" for Audi in 1984. This slogan, which translates to "Progress through Technology", has become synonymous with the brand's innovative ethos.
Another notable contribution is the "The Lynx Effect" campaign for Unilever. This campaign not only bolstered the popularity of the male body spray but also propelled it to the number one spot globally. Similarly, BBH's "Keep Walking" campaign for Johnnie Walker boosted the whisky brand's global market share from 13% to over 20% between 2000 and 2013, demonstrating BBH's ability to invigorate brands through compelling storytelling.
BBH's portfolio includes high-profile global brands such as British Airways, Johnnie Walker, AXE, Audi, Google, and Absolut. The agency's commitment to innovation led to the launch of ZAG in 2006, a branding and venturing division, and BBH Sport in 2014. These initiatives highlight BBH's keenness to branch out into unexplored terrains and bring its brand strategy and creative expertise to diverse fields, thereby catalysing growth for its clients.
BBH's pioneering work has earned it numerous accolades, underlining its influential presence within the industry. The agency has won the Queen's Award for Export twice, and both John Hegarty and Nigel Bogle have been knighted in recognition of their contributions to the field.
Furthermore, BBH has been named Agency of the Year twice at the Cannes Lions International Advertising Festival and won the inaugural "Lion of St Mark" award. BBH London has won Campaign magazine's UK Agency of the Year several times, and BBH Singapore was named Ad Age's 2018 ‘International Agency of the Year’. BBH was named Effectiveness Company of the Year at the 2018 IPA Effectiveness Awards, indicating the agency's consistent ability to produce results-oriented campaigns.
BBH has been listed among the "Sunday Times 100 Best Companies to Work For" for eleven consecutive years, emphasising its commitment to fostering a positive work environment and nurturing talent.
Despite its numerous achievements, BBH has not been immune to controversies. In 2018, American labor union SAG-AFTRA called a strike against the agency, instructing its members not to accept work from it. This dispute was sparked by BBH's withdrawal from its SAG-AFTRA Commercials Contract, asserting that the contract's terms rendered it uncompetitive. SAG-AFTRA contested BBH's claims, leading to a drawn-out labor dispute.
BBH's journey underscores its deep-rooted influence on global advertising. Over its four-decade history, the agency has consistently challenged norms, birthed iconic campaigns, and shaped brand narratives. Its innovative spirit and bold approach to advertising have solidified its status as a significant contributor to British heritage, thereby leaving an indelible legacy in the realm of advertising.
Founding and Global Expansion
BBH was established in 1982 by three visionary British ad men – John Bartle, Nigel Bogle, and John Hegarty. Since its foundation, BBH has evolved into a globally recognised entity with offices in strategic cities such as London, New York City, Singapore, Shanghai, Mumbai, Stockholm, and Los Angeles. Employing over 1,000 staff worldwide, BBH is part of the international agency group Publicis, a testimony to its reputation and influence within the industry. In 2018, the agency was aptly named the IPA Effectiveness Company of the Year, a commendation of its unwavering commitment to delivering impactful campaigns.
Creating Industry Icons
BBH's advertising philosophy is encapsulated in their first ad for Levi's, which depicted a black sheep going against the herd. This ad birthed the phrase "when the world zigs, zag" and became the agency's emblematic icon, underlining its bold, innovative approach. Despite the initial resistance due to the absence of human models, a standard in jeans advertisements at that time, the campaign proved successful, validating BBH's nonconformist ethos.
For almost three decades, BBH continued to churn out an array of award-winning films for Levi's, each unique and impactful. Notably, their "Launderette" commercial featuring Nick Kamen and set to Marvin Gaye's 'I Heard It Through the Grapevine' led to Levi's selling over 2 million boxer shorts in a single year. Moreover, BBH's foresight and courage in casting a then-unknown Brad Pitt in the Levi's commercial titled "Camera" exemplify the agency's knack for spotting talent and creating timeless narratives. The long-standing relationship between Levi's and BBH bore fruit in the form of seven number one singles in Europe, a testament to the campaigns' broad cultural reach.
Crafting Enduring Brand Narratives
BBH's contributions extend beyond Levi's. The agency has been the mastermind behind long-running campaigns for a variety of global brands. For instance, John Hegarty coined the phrase "Vorsprung durch Technik" for Audi in 1984. This slogan, which translates to "Progress through Technology", has become synonymous with the brand's innovative ethos.
Another notable contribution is the "The Lynx Effect" campaign for Unilever. This campaign not only bolstered the popularity of the male body spray but also propelled it to the number one spot globally. Similarly, BBH's "Keep Walking" campaign for Johnnie Walker boosted the whisky brand's global market share from 13% to over 20% between 2000 and 2013, demonstrating BBH's ability to invigorate brands through compelling storytelling.
Nurturing Brand Relationships and Pioneering Initiatives
BBH's portfolio includes high-profile global brands such as British Airways, Johnnie Walker, AXE, Audi, Google, and Absolut. The agency's commitment to innovation led to the launch of ZAG in 2006, a branding and venturing division, and BBH Sport in 2014. These initiatives highlight BBH's keenness to branch out into unexplored terrains and bring its brand strategy and creative expertise to diverse fields, thereby catalysing growth for its clients.
Achievements and Recognition
BBH's pioneering work has earned it numerous accolades, underlining its influential presence within the industry. The agency has won the Queen's Award for Export twice, and both John Hegarty and Nigel Bogle have been knighted in recognition of their contributions to the field.
Furthermore, BBH has been named Agency of the Year twice at the Cannes Lions International Advertising Festival and won the inaugural "Lion of St Mark" award. BBH London has won Campaign magazine's UK Agency of the Year several times, and BBH Singapore was named Ad Age's 2018 ‘International Agency of the Year’. BBH was named Effectiveness Company of the Year at the 2018 IPA Effectiveness Awards, indicating the agency's consistent ability to produce results-oriented campaigns.
BBH has been listed among the "Sunday Times 100 Best Companies to Work For" for eleven consecutive years, emphasising its commitment to fostering a positive work environment and nurturing talent.
Controversies and Challenges
Despite its numerous achievements, BBH has not been immune to controversies. In 2018, American labor union SAG-AFTRA called a strike against the agency, instructing its members not to accept work from it. This dispute was sparked by BBH's withdrawal from its SAG-AFTRA Commercials Contract, asserting that the contract's terms rendered it uncompetitive. SAG-AFTRA contested BBH's claims, leading to a drawn-out labor dispute.
Conclusion
BBH's journey underscores its deep-rooted influence on global advertising. Over its four-decade history, the agency has consistently challenged norms, birthed iconic campaigns, and shaped brand narratives. Its innovative spirit and bold approach to advertising have solidified its status as a significant contributor to British heritage, thereby leaving an indelible legacy in the realm of advertising.
- Bartle Bogle Hegartyen.wikipedia.org
