Last week Thursday the advertising and business world was shaken by news which might have a mid- to long-term impact especially on the consumer goods industry. Alex Bogusky, one of the most creative advertising professionals, praised for his work for brands like Burger King, Microsoft, Domino Pizza and the BMW Mini Cooper, is leaving the creative powerhouse agency Crispin Porter & Bogusky.
MDC Partners, the parent company of Crispin, Porter & Bogusky, CP&B (right now the most holistic and most creative ad agency in the world), announced that Alex Bogusky, perhaps the most influential figure in American advertising today, has resigned from MDC. Last month in Cannes the often-awarded shop was named Interactive Agency of the Year and won the Titanium Grand Prix for a social media campaign for Best Buy.
Mr. Bogusky helped transform CP&B from a small, unknown shop into one of the best-known and most influential agencies in the industry. Last December, the trade publication Adweek named him “creative director of the decade” for the years 2000-2009. Crispin Porter & Bogusky specializes in risk-taking, rule-breaking campaigns for large advertisers. Many managers and entrepreneurs carefully listened to his statements and followed his often non-conventional advices.
Mr. Bogusky, who is 46, has been “drifting away” from advertising for some time. Five months ago he left his full-time post at Crispin for a part-time job as "Chief Creative Insurgent" of MDC in order to take advantage of a better work-life-balance.
He is understood having taken this decision by himself in order to pursue other interests which might go beyond advertising and giving him more entrepreneurial freedom. Among Mr. Bogusky’s recent non-advertising pursuits, he has written a couple of books, worked on an online talk show and spoken out about the environment.
Although everyone at Crispin reassures that life after Bogusky’s departure has not changed, that all has been prepared over the last one to two years and that lots of very talented people are more than ready taking over, there still remains the question about the agency’s future. Especially since Burger King, Crispin's biggest and highly profitable client, is linking its sales problems with the company’s ad quality
How well can Crispin - as well as the consumer goods industry – cope with the departure of its charismatic genius leader? And not of any lesser interest, what will Alex Bogusky’s the next mission and project will be? Founding a super creative social media agency? Producing TV shows? Embarking on an environmental project? Acting as a business angel and mentor? We’ll see soon for sure… and we’ll keep you posted!
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