Daniel Farey-Jones
Apr 15, 2021

John Hegarty: Agency craft is in decline

Writing skills are "deplorable" and the best work in the last 18 months came from the in-house team at Oatly, according to the 'H' in BBH.

Sir John Hegarty: The sense of writing, which is about persuasion and keeping somebody's attention, has been lost.

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