Crispin Porter & Bogusky established a reputation during the 2000s as one of the hottest creative agencies in the US, or indeed anywhere for that matter, with a special talent for developing memorable, often brash, occasionally bizarre ideas. At its peak in 2008, CP&B was named Agency of the Year by all three of the leading trade magazines for the US ad industry; and then Agency of the Decade by Advertising Age. It first made its name with a string of startling and original ads for Burger King, and these proved a springboard to attract a set of even more prestigious clients. Yet even then the agency faced criticism that its creative output valued short-term impact above long-term effectiveness on behalf of its clients. The agency steadily expanded its global footprint, with additional outposts in the US as well as subsidiaries in Europe. However, the red hot reputation CP&B once enjoyed began to fade even before the departure of co-founder and creative leader Alex Bogusky in 2010. It remains one of the industry's most admired shops, but the cult-like devotion it originally inspired among staff and its many fans has steadily faded, despite the subsequent return to the fold of Alex Bogusky in 2018 (with the title of chief creative engineer). Symptomatic of that contraction was the decision to shutter the agency's original Miami office as well as a third office in Los Angeles. All North American operations are now consolidated in Boulder, Colorado. There are also outposts in Brazil, the UK and Denmark. CPB is still perhaps the best-known subsidiary of marketing services group MDC Partners but it faces a growing challenge for supremacy there from stablemates 72andSunny and Anomaly, both of whom have overtaken CPB in both billings and, arguably, prestige. AdAge estimated revenues of $125m in 2018. Erik Sollenberg, previously head of Swedish agency Forsman & Bodenfors, also a unit of MDC, is CEO. Co-founder Chuck Porter remains chairman. Alex Bogusky departed the agency for a second time at the beginning of 2020.
Capsule checked 25th November 2019
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Historical profile information for CPB Group
Adbrands Daily Update 5th Nov 2019: "Original By Tradition". It's about time we heard more from Crispin Porter & Bogusky, which has kept an uncharacteristically low profile of late. Its London office comes crashing back - literally so - with a splendid film for Pernod-Ricard's The Glenlivet, which makes excellent use of complex sets and clever CGI to recount the evolution of one of the world's finest whiskies. The brand might be all about tradition, but that doesn't mean you need to follow the same traditions to drink it. Scotch ads can often be a little dull, but this one is quite the opposite.
Adbrands Weekly Update 25th Oct 2018: Crispin Porter & Bogusky is the latest agency to push back against the rising cost and workload involved in awards shows. In a joky but genuine statement announcing a fake awards scheme, The Grand Quitty, newly returned creative chairman Alex Bogusky said the agency would no longer submit entries to any awards schemes. "Is it a coincidence that awards and award shows have expanded at the same time that ad industry revenues have contracted? Maybe. But it's certainly a sign we're not focused on the right things."
Adbrands Weekly Update 11th Oct 2018: Crispin Porter & Bogusky announced the closure of its second US office in Los Angeles, with all operations in North America now consolidated in the main HQ in Boulder, Colorado. CP&B's original base in Miami was shuttered earlier this year.
Adbrands Weekly Update 9th Aug 2018: In a surprise development, admired creative guru Alex Bogusky is returning to Crispin Porter & Bogusky after eight years working mainly outside the advertising industry. He will adopt the title of co-founder & chief creative engineer, working alongside CEO Erik Sollenberg and chairman Chuck Porter. CP&B's incumbent chief creative officer Linus Karlsson will depart the agency after only nine months in his role. "This is a decisive moment for the future of the advertising industry," said Bogusky. "The needs of brands have changed, and it's high time to reexamine the best creative approach to meet those needs. My time away from advertising was largely spent advising and investing in tech startups and I learned about the processes that drive those successes. I think advertising agencies can benefit from the lean and agile practices that have revolutionized so many other industries."
Adbrands Social Media 16th Jul 2018: No doubts about exactly who Nissan's Infiniti luxury brand considers to be its competition. Crispin Porter & Bogusky's latest campaign starts like a traditionally dull race track car ad and then gradually develops a nice little line in self-deprecating humour. The agency even finds a cute way of demonstrating all the car's luxury features while pretending to disparage them. Needless to say, the Infiniti ends up on top by the end, even if Konrad the Test Expert hates that fact.
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