Bartle Bogle Hegarty London, United Kingdom Full Service

Bartle Bogle Hegarty Creative Work

Title "Alex Ferguson retires"
Agency Bartle Bogle Hegarty
Campaign Alex Ferguson Retires
Advertiser The Observer
Brand The Observer
Business Sector Newspapers, Magazines, Books
Problem (original language)


The majority of editorial and advertising content surrounding his retirement had been sincere, reflective and almost mournful. After all, the game was losing one of its most successful and enduring characters.




In the spirit of 'The Whole Picture' – born of welcoming different points of view – we challenged the creatives to find a different angle on communicating Sir Alex's legacy.


Story (original language)

Following the shock retirement of one of the most successful club managers in the history of football, the Observer dedicated a 12 page supplement to documenting his extraordinary career. BBH were briefed to create a tactical execution to promote the supplement and drive sales of the Sunday newspaper

Result (original language)


From lamentation to celebration, the ad dramatises how news of Sir Alex's retirement may have landed with those up against him in the dug-out. Showing a series of premiere league managers rejoicing, we commemorated Sir Alex's time at the top through the brand's unique tone of playfulness and wit. A


 sad day for English football indeed....unless you were managing the competition.


Media Type Print
Photographer Getty Images
Executive Creative Director Mr. David Kolbusz
Associate Creative Director Mr. Peter Reid
Associate Creative Director Mr. Carl Broadhurst
Creative Team Mr. Richard Glendenning
Creative Team Ms. Martha Riley
Production Company Producer Aine Donovan
Account Manager Mr. Jonny Price
Typographer Mr. James Townsend
Strategic Business Lead Mr. Ngaio Pardon
Strategy Director Ms. Agathe Guerrier
Strategist Lynsey Atkin
Team Director Mr. Jon Barnes

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