Hubertus Bigend

Hubertus Bigend is a fictional character appearing in the later novels of science fiction and literary author William Gibson. Bigend is the antihero of Gibson's Pattern Recognition (2003), Spook Country (2007) and Zero History (2010). In an interview Gibson says "I've always had a sense of Bigend as someone who presents himself as though he knows what's going on, but who in fact doesn't. It's just my sense of the subtext of the character: he's bullshitting himself, at the same time as he's bullshitting all of us."

Bigend is introduced in Pattern Recognition as the charismatic founder of the fictional "viral advertising"/coolhunting agency Blue Ant, from the perspective of protagonist Cayce Pollard:

She's here on Blue Ant's ticket. Relatively tiny in terms of permanent staff, globally distributed, more post-geographic than multinational, the agency has from the beginning billed itself as a high-speed, low-drag life-form in an advertising ecology of lumbering herbivores. Or perhaps as some non-carbon based life-form, entirely sprung from the smooth and ironic brow of its founder, Hubertus Bigend, a nominal Belgian who looks like Tom Cruise on a diet of virgins' blood and truffled chocolates.

Bigend hires Pollard to track down the source of haunting film fragments known as "the footage" that have been appearing anonymously online, though she loathes him and suspects that his motivation is mercenary; the exploitation of the art as a marketable commodity. Bigend and Blue Ant benefit from Pollard's work both by the discovery of the origin of the footage and by a relationship he establishes with a Russian oligarch. In Spook Country, it is revealed that Bigend successfully harnesses the footage to sell shoes.

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