2008年4月7日月曜日

BBH①

今週は5日かけてイギリスの著名クリエイティブエージェンシー
『BBH(Batle Bogle Hegarty)』を取り上げます。

BBHは1982年にTBWAロンドンのトップマネジメントだった
「ジョンバートル」氏と元営業の「ナイジェルボーグル」氏と、
そして最近イギリス王室から「SIR」の称号を得た
アートディレクター出身の「ジョンヘガティ」氏の3人がつくった
イギリス屈指のクリエイティブエージェンシーです。

ちなみにWPPの創設者マーチンソレル氏も
「SIR」の称号を受けています。
(WPPに関してはそのうち取り上げます)

ジョンヘガティはCP+Bのアレックスボガスキーと同様に
往年のDDBのメソッドを徹底的に分析して今日的なやり方に
置き換えているとも言われています。
以前DDBの外国人社員の人に聞いたのですが
BBHは現在では「DDBよりもDDBらしい会社」と
言われているそうです。

またヘガティはクレイジーな表現をたくさん世に送り出していますが
広告において最も重要な要素は「Strategy(戦略)」であると
言い切っています。以下はヘガティの発言です。
戦略部分で100%合意していればクリエイティブは簡単に売れる。
クリエイティブを売ろうとすること自体が間違いだ。なぜなら
もしクライアントにクリエイティブを完全に理解する力があれば、
彼らはクライアントではなくクリエイターになっている。だから
みんなが分かる戦略の部分で合意を取ることが一番大事だ”


【Sir John Hegarty】


話は変わりますが↓以下の画像は
BBHのHPから抜粋したものですが、
BBHの社訓はかなりイカしてます。

ビジュアルは複数の「白いひつじ」の群れが
左方向に進んでいるのに対して
1匹の「黒いひつじ」だけが反対の「右方向」に進んでます。
コピーは【When the world zigs, zag】
(世の中があちらに行くなら、あなたはこちらに行きなさい)

「つまり人と同じことをするな」と言っているのです。
「黒い羊」の様になろうと思っていても無意識で
「白い羊」的になってしまうことが多いのが人間だと思いますので
上記のメッセージの様なレトリックで「人と違うこと」の重要性を
顕在化させるというのは意義があることかと思われます。

上記の「羊の表現」は元々リーバイスの「ブラックデニム」用の
広告として制作したものをベースにされています。
当時「ブルーデニム」しかなかったジーンズ界に
「ブラックデニム」というまったく違うジーンズを
「羊」をモチーフにすることで訴求しました。

BBHの株の49%はフランスの広告会社「ピュブリシス」が保有。
51%はBBHが保有しているので子会社ではありません。
これはトンがってるエージェンシーがメガエージェンシーの傘下に
入った途端イマイチになってしまう例が多いためだと思われます。
BBHはワイデンの様に完全なインディペンデント系ではありませんが、
どちらかと言うとそっちよりのクールなエージェンシーです。

明日からはBBHの代表作を取り上げます。

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