Simon Hadfield, Founder of Prime Mover Recruitment and AdNews Contributor, in conversation with Sir John Hegarty – Founder BBH, Co-Founder and Creative Director of The Garage Soho and The Business of Creativity.
You’re in Australia supporting your Business of Creativity program. What is it exactly, and who is it designed for?
Creativity isn’t a gift reserved for the chosen few—it’s in all of us. The challenge is knowing how to use it. That’s where The Business of Creativity comes in. It’s an 8-week online course designed to help people unlock their creative potential and apply it with purpose. Whether you’re a business leader, marketer, entrepreneur, or someone who simply wants to sharpen their creative edge, this program gives you the tools to make creativity work for you. It’s not about daydreaming—it’s about action. We start with defining your creative philosophy, then build a process to turn ideas into impact—writing briefs, generating ideas, judging work, and crafting stories that resonate. We also tackle an often-overlooked piece: how to create an environment where creativity thrives. Because great ideas don’t happen in a vacuum.
Delivered entirely online and on-demand, the course fits seamlessly into busy schedules. No fluff, no wasted time—just proven frameworks and insights that professionals have been using for the past three years to take their creativity (and their careers) to the next level.
Will it be an ongoing annual program and event?
Absolutely. Twice a year, in Spring and Autumn, I run new cohorts of The Business of Creativity.
This structure allows me to personally engage with participants, answer questions, and ensure the experience remains fresh and dynamic. Since the course is online and on-demand, you can go at your own pace—no fixed class times, no rigid schedules, just a wealth of insights ready when you are. What matters isn’t when you start, but how you apply what you learn. After three years of running this program, the response has been fantastic. The feedback, the impact, the transformations—it all reinforces why I keep doing this. Creativity is the most powerful tool we have in business. The question is: are you using it to its full potential?
You must look back on BBH with a great deal of pride?
I’m most proud of the work we produced that helped clients grow their business and enhanced the value of advertising with work that inspired people.
Any work you’ve seen recently that you admire?
No.
What have you learnt in the last 5 years?
The sad truth that far too many entrepreneurs don’t understand how to build brands and enhance value for their shareholders.
If you hadn’t ended up in agency/marketing world, what alternative career may you have fancied?
Anything where creativity was front and foremost in its application.
What advice would you give your younger self?
Do interesting things and interesting things will happen to you.
Outside of business, what keeps you out of trouble?
Family, friends, fun, winemaking and creativity.
What are you driving, what are you listening to and what are you watching?
Too much to answer here. But what I would say to anyone regarding this question is. Read shit, you’ll think shit and you’ll create shit.
Favourite band?
It changes all the time.
Where is your next holiday?
I don’t know. I say to everyone I don’t have a five year plan, I have a 5 minute plan.
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