Media playback is unsupported on your device

Meet the Author: Sir John Hegarty on creativity in advertising

7 March 2014 Last updated at 11:00 GMT

Sir John Hegarty is the driving force behind adverts such as the famous Levi's laundrette, the Lynx Effect and Audi's Vorsprung durch Technik.

His latest book, Hegarty on Creativity, pulls together the tips, tricks and advice he has accumulated in his 30 years as creative director of the advertising company he co-founded, BBH.

Sir John spoke to the BBC's Nick Higham about the need for "constant reinvention" in advertising.

BBC © 2014 The BBC is not responsible for the content of external sites. Read more.

This page is best viewed in an up-to-date web browser with style sheets (CSS) enabled. While you will be able to view the content of this page in your current browser, you will not be able to get the full visual experience. Please consider upgrading your browser software or enabling style sheets (CSS) if you are able to do so.