John Hegarty is the co-founder of Bartle Bogle Hegarty. Beginning at Saatchi and Saatchi, Hegarty founded BBH with his partners John Bartle and Nigel Bogle, a company which he now runs and has won numerous global awards for creativity in advertising He has been responsible for iconic advertising campaigns for Levi's and Audi, and has pioneered the importance of music in advertising, securing BBH nine number one hits. He has been awarded honorary doctorates at universities including Middlesex, and sits on the Board of Trustees of Design Museum London. founder of BBH Advertising and internationally renowned for his creativity discusses, the notion of ideas - why he likes them, what he likes about them and how his are formed. He follows the flow of ideas through art history, from the Renaissance period with its religious overtones through to the Dadaists and Pop artists of the twentieth century. He looks at the rebellion and the questioning apparent in modern art and comments on the increasing choice that is available to us all. At each stage, for Hegarty there is undeniable irreverence, and it is this that is key to his inspiration.