Bartle Bogle Hegarty.A case study by Adam Duffield

Who Are Bartle Bogle Hegarty?- likes to go against the

normal adverts

- Has won a lot of awards for being different

- “When the world zigs, Zag.”

BBH’s first large scale advert sporting their adopted slogan.

BBH Business Model

- BBH are an integrated Advertising company.

- An integrated ad company BBH CEO - Gwyn Jones

BBH competitors

- WPP Group - worth $16.6 billion - Omnicom Group - Worth $14.4 Billion

- Interpublic group - Worth $6.6 Billion

Products They Made Adverts For

- Dulux, color prohibition.

- AXE, soulmates

- Guardian world cup ads

Creation Process

BBH World Cup Adverts

- BBH world cup advert --->

- These ADs were very different comparatively to what the Guardian would release.

Genre Of Chosen Advert

- My chosen advert is a Print advertisement

- Print adverts must be good at grabbing attention straight away or have a lot fo frequency to be shown all the time so you can’t avoid it.

Analysis of the world cup advert

The theme chosen represents the flag of brazil, this indicated that the readers are not interested in bare faced nationalism and will not buy something because it’s english for example, the audience this targets are much more sophisticated and interested in the sport. it is also topical, as the world cup was taking place in brazil at the time.

This is their logo, its minimalist nature shows that they’re not attempting to catch your eye with gimmicks, just the truth. the planet in the logo also includes worldwide aspect to the advert that people like.

The Slogan that they used is another part of the advert that is driving the point home that the Guardian are more honest than most, making them more trustworthy for news coverage.

The overall theme of the advert appears to be rather plain to indicate a degree of sophistication to the advert. they are not relying on flashy images or gimmicks to make their advert stand out.

Legal and Ethical Issues with the AD

- Advert could be taken in an offending way from FIFA

- Not the usual kind of advert from the Guardian.

The Advertising Standards Authority

- The ASA are a Government funded company that control the regulation of advertising in the UK.

- The ASA ultimately have the power to pull an ad from circulation if it violates their rules

The “reach” of my chosen ad

- The advert was aimed at a very specific audience

- shown on posters in the london underground

- Internet Presence Frequency -- People would be seeing an awful lot of this advert because it

would have been placed in all the guardian newspapers and on their website making the advert hard to avoid as it would be all over every kind of media.

Audience research

- Research I gathered on responses to the advert.