Crispin Porter+Bogusky(CP+B)廣告公司年得到2009 Advertising Age, Agency of the year+Agency of the decade.(得獎記錄如附件一)
(1).資深創意總監Alex Bogusky絕對是當代廣告的代表性人物, 今天台灣傳統廣告公司如何轉型生存於網路時代的大哉問, 除了從他與CP+B談起 ,我實在想不出更經精簡有效的方法.
現在網路導向的廣告公司,對廣告創意本質掌握的薄弱,苦不堪言; 傳統廣告公司很難改變思考邏輯, 想引介網路技術,有先天結構的障礙; 把網路公司當下游合作單位是沒辦法的辦法. Alex Bogusky與CP+B 提供最好的參考!
(2).另外, 為什麼國內廣告雜誌/動腦月刊很少"仔細談談"這家廣告公司, 我實在無法理解????(附件二)是國內早期借介紹CP+B的文章(在網路).
(3).更且,他的書[烘焙式行銷：28道配方烤出與顧客的美味關係 ](附件三)中文翻譯竟然是一家不知名的智園 出版社操刀, 這一點是有點酸澀刺痛.但是,一點遺憾也沒有.好的書永遠會不斷出現, 光翻譯出版, 不一定賺錢; 我的對策是:[創新出版模式, 知識加值, 實用導向.]
(4).Alex Bogusky最近接受《快速企業》專訪時表示，自己將永遠揮別廣告界了。Alex Bogusky Tells All: He Left the World's Hottest Agency to Find His Soul, 請問他才四十六歲, 退出廣告界, 他要做什麼?
+++看完Alex Bogusky先生未來夢想的報導:The Adman wants a soul,Sep 2010, Fast Company. :Bogusky, who often reminds his new peers that he was the brains behind the body-bag anti-smoking "Truth" campaign, is tinkering with the concept of turning FearLess Cottage into a company. If it ever comes into being, it might be part media company (he hosts an hour-long FearLess Web show every week), part brand incubator (he has made small investments in a bourbon company and Justin's Nut Butter), and part consultancy for executives "trying to mitigate fear." "If people think I'm fearless, it makes me compassionate for how much fear other people have because I feel scared to death most of the time," concedes Bogusky. "Inside, I'm like all different levels of scared,
目前他經營的Fearless Cottage內容, 更且其商業邏輯模式,深得我心. 其實我是我最想做, 也一直籌備要實踐的烏托邦.怎能不感慨?
我想起十五年前, 我們談Andy Law(St.Luke, London agency.) 您知道近來Andy Law的最新發展的話, 您會嚇一跳.假如把事情說得更深入, 還扯得上國家品牌行銷.
為什麼?
因為Place Marketing權威Simon Anholt先生, 現在修正研究方向, 與Alex Bogusky, Andy Law兩位先生異曲同工.
+++許伯伯問我 :"想做什麼?"可以從這異曲同工談起, 對嗎?
(附錄一) Book of Tens: Agencies of the Decade
Published: December 14, 2009
1. CRISPIN PORTER & BOGUSKY
Crispin Porter & Bogusky began the decade with just over 100 staffers and a reputation as a strong regional shop that had done award-winning anti-smoking work. The MDC Partners agency will enter 2010 with more than 900 staffers, a client list including marketers such as Burger King, Microsoft, Domino's and The Gap, and its portfolio stuffed with the some of the most memorable marketing campaigns of the century thus far. Having successfully moved its center of gravity from southern Florida to Boulder, Colo., creative legends Alex Bogusky and Chuck Porter have gone international in their own distinctive way: by buying the Swedish digital shop Daddy and rebranding it CPB Europe.
2. R/GAIn 10 years, R/GA has shrugged off its film- and print-production roots to become the premier digital agency, a dominance exemplified by Nike Plus, which introduced the idea of platform-based, utility-driven marketing to many. The platform allows runners to log running data by syncing Nike footwear with iPods, and, years later, it still stands out as a prime example of how marketing content can create consumer value. Under Chairman-CEO and Chief Creative Bob Greenberg, the Interpublic agency's client list has included heavyweights such as Nokia, Verizon and IBM, and most recently, Walmart and MasterCard. Today, it counts more than 600 employees worldwide, with offices in London and San Francisco, and has plans to grow its global footprint. R/GA is already showing signs of its next evolution into a full-service agency with digital at its core: It recently won full creative agency-of-record duties for Ameriprise Financial.
3. TBWAThe marriage of scale and creativity in advertising is usually not a long one, but TBWA has demonstrated that being a global network doesn't mean the bean counters have to take over. Under the leadership of Jean-Marie Dru, CEO Tom Carroll and creative icon Lee Clow, TBWA grew into a thriving global player this decade, combining the creative chops of a lean micro-network with a much bigger footprint. Standout work for Pedigree, Mars and, of course, Apple, whose "Get a Mac" campaign could rightly be called the campaign of the decade and remains a testament to the power of a well-executed creative idea.
4. MOTHERMother pioneered the agency-as-brand approach, dealing fearlessly with clients and putting creativity and playfulness center-stage. The independent agency employs 400 people across three continents, and it's spawned 20 new companies, including Naked -- now a global player in its own right -- as well as Mother, New York; Madre, Buenos Aires; digital agency Poke; and design agency Saturday. The agency established an advertising-as-entertainment approach that has been widely imitated, and much of its work is now a mainstay of British culture. Its Coca-Cola "I wish" commercial was the first non-U.S. spot for the main Coke brand to run in the U.S.
5. AKQAAKQA has managed to grow into one of the top global digital agencies while keeping its creative prowess and independence. Not bad for a shop whose operations were confined to the U.K. at the decade's start. In 2001, consultancy Accenture invested in the company to bring now-CEO Tom Bedecarre's agency, as well as web developer Magnet Interactive and Singapore-based The AdInc into the family to establish the brand's global footprint in Europe, Asia and the U.S. Since then, the network has survived the dot-com bust and built itself up again to 750 people in six offices. Its roster has included Nike, McDonald's, BMW and Visa. AKQA has also made its mark by designing non-ad brand platforms for Microsoft (the user interface for Xbox 360) and Fiat's recent EcoDrive application that mines data and stores it on USB keys in cars.
6. GOODBY, SILVERSTEIN & PARTNERSGoodby, Silverstein & Partners, like Crispin Porter & Bogusky, is an illustration of what happens when an agency forsakes silos and its ego to simply focus on the work. Located only in San Francisco, Goodby combines new-business performance, creativity and business smarts to remain on the short-list of top shops in the land, with a client list that includes Sprint, Frito-Lay, HP, Yahoo and Haagen-Dazs. In 2007, it won Ad Age's Agency of the Year after demonstrating some strong digital work. Since then, it's continued to show that a one-stop-shop for creative solutions is the model for an advertising agency in our day and age.
7. EDELMANWithout holding-company backing, independent PR shop Edelman has not only come through two significant recessions this decade, but it has also managed to solidify itself as the leading agency and most recognizable name in the entire industry. Whether it's through the use of traditional PR tactics or the development and implementation of digital, blogger and social-media programs, the agency continually breaks new ground in the world of communications and has redefined the role PR agencies are playing in the marketing mix. Led by the PR industry's most influential voice, CEO Richard Edelman, the agency, whose client list includes some of the biggest brands in the world, such as Walmart, Starbucks, Burger King, Microsoft and Pfizer, will rack up nearly half a billion in worldwide revenue in 2009. The only major hiccup these past ten years was the Wal-Mart Across America blog snafu back in 2006.
8. WEBER SHANDWICKNot many agencies come out the other side of mergers with their health intact. Fewer still make the whole bigger than the sum of their parts. But Weber Shandwick, not even a full decade since it was incorporated in 2001 after a series of mergers between three shops, has successfully pulled off the complicated act of a major agency merger. Described by many as the most professional agency in the sector, the Interpublic Group of Cos. shop is the largest PR firm in the world, with offices in more than 70 markets globally. And its client list is a who's who of blue chip marketers including General Electric, Unilever, Johnson & Johnson, MasterCard, Microsoft and Verizon.
9. BBHBartle Bogle Hegarty was 18 years old in 2000, and had just sold a minority stake to Leo Burnett, the first deal of its kind. In the decade since, BBH London, Singapore and New York were joined by BBH Sao Paulo, Shanghai and Mumbai, securing the agency's place in history as the model of the tightly branded yet truly global micro-network. In the past 10 years, BBH won -- and kept -- some of its biggest clients, including KFC, Barclays, Vodafone, Omo, British Airways and LG, while retaining two founding client Levi's and Audi. Often a step ahead of the rest of the industry, BBH launched the first music publishing company in advertising, a content department, and created an engagement-planning function and brand-invention arm Zag.
10. BBDOThis decade has been brutal on Madison Avenue's giants, now faced with a stark reality: Modernize or die. It's a nearly impossible task, but Omnicom Group's BBDO has made a go of it. In the capable hands of worldwide CEO Andrew Robertson, BBDO managed to become a new-business machine in the middle part of the decade. It netted Agency of the Year honors in 2005. And, despite once being known primarily as a factory for TV spots, BBDO has managed to display some digital acumen on work for M&M's and HBO. Massive challenges loom during the new decade: BBDO and parent Omnicom need to recover quickly from the crumbling of their relationship with Chrylser, not long ago its largest client.
Where is the Fallon agency?
Book of Tens: Agencies of the Decade
Published: December 14, 2009
1. CRISPIN PORTER & BOGUSKY
Crispin Porter & Bogusky began the decade with just over 100 staffers and a reputation as a strong regional shop that had done award-winning anti-smoking work. The MDC Partners agency will enter 2010 with more than 900 staffers, a client list including marketers such as Burger King, Microsoft, Domino's and The Gap, and its portfolio stuffed with the some of the most memorable marketing campaigns of the century thus far. Having successfully moved its center of gravity from southern Florida to Boulder, Colo., creative legends Alex Bogusky and Chuck Porter have gone international in their own distinctive way: by buying the Swedish digital shop Daddy and rebranding it CPB Europe.
2. R/GA
In 10 years, R/GA has shrugged off its film- and print-production roots to become the premier digital agency, a dominance exemplified by Nike Plus, which introduced the idea of platform-based, utility-driven marketing to many. The platform allows runners to log running data by syncing Nike footwear with iPods, and, years later, it still stands out as a prime example of how marketing content can create consumer value. Under Chairman-CEO and Chief Creative Bob Greenberg, the Interpublic agency's client list has included heavyweights such as Nokia, Verizon and IBM, and most recently, Walmart and MasterCard. Today, it counts more than 600 employees worldwide, with offices in London and San Francisco, and has plans to grow its global footprint. R/GA is already showing signs of its next evolution into a full-service agency with digital at its core: It recently won full creative agency-of-record duties for Ameriprise Financial. 3. TBWA
The marriage of scale and creativity in advertising is usually not a long one, but TBWA has demonstrated that being a global network doesn't mean the bean counters have to take over. Under the leadership of Jean-Marie Dru, CEO Tom Carroll and creative icon Lee Clow, TBWA grew into a thriving global player this decade, combining the creative chops of a lean micro-network with a much bigger footprint. Standout work for Pedigree, Mars and, of course, Apple, whose "Get a Mac" campaign could rightly be called the campaign of the decade and remains a testament to the power of a well-executed creative idea. 4. MOTHER
Mother pioneered the agency-as-brand approach, dealing fearlessly with clients and putting creativity and playfulness center-stage. The independent agency employs 400 people across three continents, and it's spawned 20 new companies, including Naked -- now a global player in its own right -- as well as Mother, New York; Madre, Buenos Aires; digital agency Poke; and design agency Saturday. The agency established an advertising-as-entertainment approach that has been widely imitated, and much of its work is now a mainstay of British culture. Its Coca-Cola "I wish" commercial was the first non-U.S. spot for the main Coke brand to run in the U.S. 5. AKQA
AKQA has managed to grow into one of the top global digital agencies while keeping its creative prowess and independence. Not bad for a shop whose operations were confined to the U.K. at the decade's start. In 2001, consultancy Accenture invested in the company to bring now-CEO Tom Bedecarre's agency, as well as web developer Magnet Interactive and Singapore-based The AdInc into the family to establish the brand's global footprint in Europe, Asia and the U.S. Since then, the network has survived the dot-com bust and built itself up again to 750 people in six offices. Its roster has included Nike, McDonald's, BMW and Visa. AKQA has also made its mark by designing non-ad brand platforms for Microsoft (the user interface for Xbox 360) and Fiat's recent EcoDrive application that mines data and stores it on USB keys in cars. 6. GOODBY, SILVERSTEIN & PARTNERS
Goodby, Silverstein & Partners, like Crispin Porter & Bogusky, is an illustration of what happens when an agency forsakes silos and its ego to simply focus on the work. Located only in San Francisco, Goodby combines new-business performance, creativity and business smarts to remain on the short-list of top shops in the land, with a client list that includes Sprint, Frito-Lay, HP, Yahoo and Haagen-Dazs. In 2007, it won Ad Age's Agency of the Year after demonstrating some strong digital work. Since then, it's continued to show that a one-stop-shop for creative solutions is the model for an advertising agency in our day and age. 7. EDELMAN
Without holding-company backing, independent PR shop Edelman has not only come through two significant recessions this decade, but it has also managed to solidify itself as the leading agency and most recognizable name in the entire industry. Whether it's through the use of traditional PR tactics or the development and implementation of digital, blogger and social-media programs, the agency continually breaks new ground in the world of communications and has redefined the role PR agencies are playing in the marketing mix. Led by the PR industry's most influential voice, CEO Richard Edelman, the agency, whose client list includes some of the biggest brands in the world, such as Walmart, Starbucks, Burger King, Microsoft and Pfizer, will rack up nearly half a billion in worldwide revenue in 2009. The only major hiccup these past ten years was the Wal-Mart Across America blog snafu back in 2006. 8. WEBER SHANDWICK
Not many agencies come out the other side of mergers with their health intact. Fewer still make the whole bigger than the sum of their parts. But Weber Shandwick, not even a full decade since it was incorporated in 2001 after a series of mergers between three shops, has successfully pulled off the complicated act of a major agency merger. Described by many as the most professional agency in the sector, the Interpublic Group of Cos. shop is the largest PR firm in the world, with offices in more than 70 markets globally. And its client list is a who's who of blue chip marketers including General Electric, Unilever, Johnson & Johnson, MasterCard, Microsoft and Verizon. 9. BBH
Bartle Bogle Hegarty was 18 years old in 2000, and had just sold a minority stake to Leo Burnett, the first deal of its kind. In the decade since, BBH London, Singapore and New York were joined by BBH Sao Paulo, Shanghai and Mumbai, securing the agency's place in history as the model of the tightly branded yet truly global micro-network. In the past 10 years, BBH won -- and kept -- some of its biggest clients, including KFC, Barclays, Vodafone, Omo, British Airways and LG, while retaining two founding client Levi's and Audi. Often a step ahead of the rest of the industry, BBH launched the first music publishing company in advertising, a content department, and created an engagement-planning function and brand-invention arm Zag. 10. BBDO
This decade has been brutal on Madison Avenue's giants, now faced with a stark reality: Modernize or die. It's a nearly impossible task, but Omnicom Group's BBDO has made a go of it. In the capable hands of worldwide CEO Andrew Robertson, BBDO managed to become a new-business machine in the middle part of the decade. It netted Agency of the Year honors in 2005. And, despite once being known primarily as a factory for TV spots, BBDO has managed to display some digital acumen on work for M&M's and HBO. Massive challenges loom during the new decade: BBDO and parent Omnicom need to recover quickly from the crumbling of their relationship with Chrylser, not long ago its largest client. Where is the Fallon agency?
CP+B has been named "Agency of the Year" 13 times in the trade press.[13] On December 15, 2008, CP+B was named Creativity's agency of the year.[14] They were also named Adweek's 2008 U.S. Agency of the year.[15] In December 2009, CP+B was named Advertising Age Agency of the Decade and Boards Magazine's Agency of the Year.
In 2010, CP+B was named Interactive Agency of the year at the Cannes Lions International Advertising Festival, the third time the agency has won the award since 2005.[16]
(附錄二)Alex Bogusky2002年寫給全CP+B的信
三月 / 04 / 2010 在Hoopla這本講CP+B這家公司的書中，我最喜歡的部份是公司的電子郵件精選。由公司主管、員工、客戶、路人等往來的信件，如同萬花筒般展現了這家公司的各種面向。在這裡選譯Alex Bogusky在2002年的4月10日，當Creativity 雜誌在報導中稱CP+B為「可能是全美國最熱門（hot）的廣告公司」後，寫給CP+B全公司的信。
由：Alex Bogusky（電子郵件略）
致：全公司（電子郵件略）
這一期Creativity雜誌某篇報導的第二段開頭寫道：「
但夢想必須能持續一生，而我們都還沒死呢！
所謂「最熱門」，就像Creativity雜誌裡面寫的那樣，
我想要大家說「後來CP+B出現了並且造成很大改變，
我想要我們是那種幫世界上其他所有廣告公司把事情搞砸的那種公司
我想要老式的廣告公司看到我們，就知道他們完了， 因為他們沒辦法像我們這樣做事情。
我想要繼續演進，
我想要我們變成一個客戶會想把品牌放在這邊保管的很棒的地方，
我想要我們可以變成南佛羅里達最好的工作好地方。
我想要我們全都找出更多的方式，幫我們的鄰里和社群解決問題。
我想要用所有12歲的人夢想經營公司的方式來經營我們公司，
我想要我們公司變成替全世界所有廣告公司把事情搞砸的公司。
我們要用各種可能的方式讓客戶出名。
這是難的部份：我想要我們做到這些，
我想要我們保持謙遜。過去的成功不是我們未來成就的指標。
我想要我們保持能夠用比一般公司少得多，就能達成更多的能力。
還有最後，我想要我們一直都有很多樂趣，要對彼此很好。
我有個好朋友最近寫信給我，
我怕平庸。我怕停止希望變得更好。我希望你也是這樣。
Love，
Alex
(附錄三)烘焙式行銷：28道配方烤出與顧客的美味關係 Baked In
- 原文作者：Bogusky、John Winsor
- 譯者：沈福臻
- 出版社：智園
- 出版日期：2010年08月06日
- 語言：繁體中文 ISBN：9789868640603
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