Agency of the Decade: CP+B

I confess when I read AdWeek‘s announcement about Agency of the Decade, I had something of a “WTF?” moment. Goodby? Thankfully sanity prevailed in their “People’s choice” vote, and CP+B romped home. AdAge’s Agencies of the Decade feature also gave it to Crispin. I think it’s pretty unarguable.
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Bogusky: Baked In v Half Baked

Joe Ciarallo recently interviewed David Steel, SVP of marketing at Samsung, about merging communications and product development. This practice (or theory) is also the subject of Alex Bogusky and John Winsor’s “Baked In: Creating Products and Businesses That Market Themselves”.
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The LA Times missed the point a bit … asserting that the  “Ad guys’ new book is self-glorifying and half-baked”. AdFreak weren’t keen either.
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For my money, it gets to the heart of one of the simple things many agencies ignore.  The worlds of product development and marketing should not be artificially separated.  You can create a much more powerful business and brand when you bake marketing directly in to the product. This has created things like Nike+ and Help Remedies and has revitalized brands like Domino’s to name but a few.
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You can buy the book here and read the mandatory Twitter feed here.
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Social Media: Crowdsourcing, Social Business, Tweeters, CIA

Two former Crispin Porter + Bogusky executives have set up an ad agency based in Colorado that will produce work by crowdsourcing instead of having any in-house creatives. John Winsor and Evan Fry have joined up with Claudia Batten, a founder of in-game advertising network Massive, to launch Victors & Spoils. Winsor is the chief executive, Fry the chief creative officer and Batten the chief operating officer.
victors and spoils
Nice presentation by David Armano about the benefits of social business, the power of collaboration and the importance of social media to brands to start making moves in a social direction. Filled with some great slides and even better visuals, it’s well worth flicking through the D’Armanograms.
darmanogram
Nearly one in five (19%) online Americans now uses Twitter or a similar service to post and share updates about themselves, or to see updates about others, according to the latest survey data from the Pew Internet & American Life Project. This figure represents a significant increase over previous surveys that reported on Twitter use. Research in in December 2008 and April 2009 from Pew found that only 11% of internet users preported using a status-update service, while a similar study by Harris Interactive in March/April of 2009 found that number to be even lower, at 5%.
twitter_logo
US intelligence agency, the CIA, has formed a “strategic partnership and technology development agreement” with Visible Technologies, a company specialising in data-mining social-networking sites such as Twitter, Flickr and YouTube. In-Q-Tel, the investment arm of the CIA, has invested in Visible Technologies, “a leading provider of social media analysis and engagement solutions”. The move is believed to be part of the CIA’s aim to utilise the “open source” information available on social networking sites.
cia social media
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Alex Bogusky Fears Only Mediocrity

If you have to be afraid of something, then fear mediocrity. Some very well written and inspiring advice from Alex Bogusky. Based on a conversation with what sounds like Ari Merkin, he also outlines some of his precepts for success in new business.

1.       Tell other people your dreams.

2.       The clients you currently have are your true new business machine

3.       Find some real passion in the building for the business or take a pass on it.

4.       Don’t model yourself after other agencies. Stop stealing all the decks from other shops to find a great pitch.

fear only mediocrity

I am definitely a fan of Crispin (who ain’t?) and while I haven’t always agreed with all Mr Bogusky’s opinions, this really struck a chord.

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    Automotive … Fired: Crispin … Hired: Kerri Martin

    “Our goal of rapidly increasing our volume in a mature market requires the Volkswagen brand to evolve into a more relevant mainstream choice,” Tim Ellis, VP-marketing at Volkswagen of America, said in a statement. “The Volkswagen brand needs to inspire our base of enthusiasts as well as reach out and captivate those in mainstream America. Therefore, we are re-evaluating all areas of our business and after careful considerations have decided to take the necessary steps to ensure we have the right agency partner in place.”
    crispin porter + bogusky
    crispin porter + bogusky
    There’s long been talk among insiders of senior management in Germany preferring the idea of a global agency, which Crispin cannot yet claim to be, despite having established some overseas outposts. Secondly, there’s the marketer’s outsize ambition — to triple U.S. sales within the next 10 years. “Our goal of rapidly increasing our volume in a mature market requires the Volkswagen brand to evolve into a more relevant mainstream choice,” said VW’s Tim Ellis. And mainstream is one thing Crispin isn’t. Stir in persistent business problems at VW, a major acquisition and a recent round of marketing-department musical chairs, and you have a classic recipe for a review.

    Kerri Martin to Head Marketing at Electric-Car Maker Coda
    Kerri Martin, once a high-profile marketer who did stints at BMW Mini and Volkswagen, will join electric-car maker Coda Automotive next week as its first chief marketing officer. Industry observers will be watching Ms. Martin, 39, to see whether she can make marketing lightning strike again. She and Crispin, Porter & Bogusky, Miami, created non-traditional blitz for the U.S. launch of the Mini small car in 2002 that was unique for the auto category, received rave reviews from industry pundits and created the concept of “motoring” for the brand. This time Ms. Martin will be working on the launch of the Coda sedan, the Santa Monica, Calif., company’s first car, next year.

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    Nike+ Fuel TV

    Nike Stages a Takeover of Fuel TV for 6.0 Line
    To promote its 6.0 line of action-sports gear this month, Nike is establishing a major promotional beachhead on Fuel TV, the News Corp.-owned cable outlet geared towards skaters, surfers and bikers. The deal allows the sportswear company to dominate the network for a set period of time.

    fueltv

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    Microsoft v Apple (Stores, Laws)

    Microsoft to Build Retail Stores Right Next to Apple’s?
    I think most people in Marketing admire how Apple use their stores to build their brand story. Last winter, Microsoft announced that they’ll be opening retail stores; today, they confirmed that the first ones will be opening this fall. Some of them will apparently be located right next to Apple stores(!) The designs of the store aren’t public yet–but their recent “concept” store on the Redmond campus manages to look exactly like the love child of a Circuit City and a Walgreens.

    microsoft-store_4801

    [This – above – is a joke. That – below – is apparently real]

    microsoft retail store

    In the latest twist in the computer wars, Microsoft Chief Operating Officer Kevin Turner stated publicly yesterday that attorneys for Apple demanded Microsoft pull its “Laptop Hunters” campaign that shows buyers comparing prices between Macs and PCs. And Apple’s keeping quiet on the subject. The campaign, created by Microsoft’s consumer ad agency, Crispin Porter & Bogusky, began running in March and marked a new ad strategy from the software giant: painting rival Apple as pricey. By some measures, the ads have been successful in boosting Microsoft’s “value perception.”
    Microsoft has reported a disappointing 17% slump in revenues as it was hit by competition from Google and Apple and falling demand for new computers. Results for the three months to June saw net profit for the period at $3.1bn (£1.9bn), down by 29% from the same period a year earlier. Revenue came in at $13.1bn, down 17% from a year ago.
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    IKEA Jacking, Obama Titanium, Billy Mays

    IKEA Japan generated (a few months ago) some powerful buzz through a hell of a “train jacking”* ad campaign. Instead of putting their ads to posters & other traditional media, they decide to remodel some train’s interior. Advertising through a genuine brand experience. * In Japanese advertising parlance, a “jacking” occurs when an advertiser purchases a substantial portion of all of the ad space available in a particular medium or within a geographic area (the term “jacking” is derived from the English word “hijack”). Most commonly it’s seen on trains, when advertisers buy out the entirety of ad slots inside the cars, and often have tailor-made graphics or billboard-like posters placed on the exteriors too.
    IKEA Japan
    In a Cannes first, the Obama for America presidential campaign, created by the Obama for America team, scooped the Grand Prix in both the Integrated and Titanium categories. The Titanium category, which seeks to celebrate ideas that create a movement, also saw Crispin Porter & Bogusky, Bartle Bogle Hegarty New York and Droga5 scoop Titanium Lions for their Burger King, Oasis “dig out your soul” and “great schlep” campaigns respectively.
    Cannes Swept by PR, Integrated, Internet Winners
    In a clear admission that the age of interruption is over, the most coveted prize at the Cannes ad festival went to an ad that wasn’t made for TV, while a PR campaign broke the record for winning the most Grand Prix in a single festival.
    Legendary pitchman Billy Mays, who turned high-volume TV ads for products such as OxiClean and Mighty Putty into pop celebrity and fortune, was found dead early this morning in his home at 50. The cause of death remains unclear. Mr. Mays, who was also a star of the Discovery Network TV show “Pitchmen,” was found unresponsive by his wife on Sunday morning at his Tampa, Fla., home, and a fire rescue crew pronounced him dead at 7:45 a.m.


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    Crispin goes Beta.

    I just came across Crispin’s aggregator site via a visit logged on my own modest blog. The perplexingly-bewigged Bogusky refers to the new site as a “giant fishing net”.  Interestingly one of the blogs aggregated was entitled “Why I Fucking Hate Crispin So Much”. (He didn’t really, as it turned out)
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    US Family IP, Wikipedia Printed, Crispin’s Daddy, XBox Social Media, Sofa Surfing

    A couple from the United States got a shock when they learned their family photo was being used, unauthorised, on an advertising poster in Prague. Danielle and Jeff Smith used the photo as their Christmas card, and also posted it on an internet blog. A friend travelling in the Czech capital alerted them when he spotted the Smiths smiling at him, life-size, from a poster in a supermarket.
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    Rob Matthews has created a hefty physical version of Wikipedia’s featured articles. The 2,559 digital articles have been transformed into a massive, 5,000 page hardbound book that looks to be around 2 feet tall. Thoroughly impractical, the project also involves a huge waste of paper. Ho hum.
    5_wikipedia-1
    Crispin, Porter + Bogusky, one of the more-successful U.S. advertising agencies, said it is expanding abroad, launching CP+B Europe by acquiring Daddy, a digital-ad firm in Gothenburg, Sweden. Daddy, which has 50 employees, works on behalf of marketers including H.J. Heinz and the Scandinavian airline SAS. Terms of the purchase weren’t disclosed.
    Says Microsoft: “By bringing Twitter, Facebook and Last.fm to Xbox 360, we’re not only extending the walls of your living room beyond your home to your friends all over the world, we’re creating the definitive social network, uniting more than 300 million people to share thoughts on music, play games and tweet.”

    Sofa Surfing goes Social, gets a Business Plan
    CrashPadder is a global community which enables travellers to stay with like-minded people for a fair price, and enables hosts to earn cash from their extra space. It gives everyone a chance to meet new people without the cost of a hotel, or the discomfort of a hostel. We have over twenty-five hundred and twenty users, eleven hundred and fifty-two rooms, in thirty-eight different countries – and growing all the time!

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