John Hegarty: Why risk is bad and excitement good

Sir John Hegarty, Chairman BBH, explains why the words risk or risky are a bad ones for advertising people to use despite Amazon having at least one thousand and seventy five books with the words "risk" and "advertising" in the title...

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Comments (2)

  • caffeinegoddess's picture
    caffeinegoddess

    I want to see his entire crazy plaid suit. :)

    I'm going to propose to our Project Management team that we change "Risk Assessment" to "Excitement Assessment". ;)

    Nov 29, 2007
  • smizzly_bob's picture
    smizzly_bob

    If you call "risk" "excitement" then people won't know what it is.  With risk there's that element of danger and a lot of people might not find danger exciting at all.  They might find theater exciting and there certainly isn't anything dangerous about that.  Why not just call "risk management" "danger management?"  That would certainly be more appropriate than using "excitement" to mean "risk."

    Nov 30, 2007

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