John Hegarty: Why risk is bad and excitement good 29 Nov, 2007 By Dabitch 2 Comments Adland: Adland exclusive 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... Embedded video for John Hegarty: Why risk is bad and excitement goodfacebooklinkedintwitterredditpinterestpocket Add new comment Comments (2) caffeinegoddess reply 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 reply 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 Leave a comment Your name * E-mail * The content of this field is kept private and will not be shown publicly. Homepage Comment * More information about text formatsPlain textNo HTML tags allowed.Lines and paragraphs break automatically. CAPTCHAIf you don't see a spiffy Captcha here, you need to surf httpS:// - sorry .onion riders Math question * 1 + 0 = Solve this simple math problem and enter the result. E.g. for 1+3, enter 4. Comment UploadUpload an image or file to go with this comment. Add a new file Files must be less than 400 MB.Allowed file types: png gif jpg jpeg.