Advertising executive Sir John Hegarty has created campaigns for some of the world's most famous brands including Levi's, Lynx, and Audi. He was a founding partner of Saatchi and Saatchi before co-founding his own firm, Bartle Bogle Hegarty, in 1982. But he believes that advertising today has lost sight of creativity, in its relentless focus on data and targeted advertising. He joins Ros Atkins to discuss his career, his theory of creativity, and the future of his industry.