After leaving advertising eight years ago, legendary creative Alex Bogusky has rejoined his old agency, Crispin Porter + Bogusky, as Co-Founder and Chief Creative Engineer.
Alex Bogusky joined the agency in 1989, and five years later he became Creative Director. Then, in 1997, he became a partner, and finally in 2008, Co-Chairman. He always played a significant role in the success of CP+B, bringing in many awards. Despite his many accolades, in 2010 Alex Bogusky suddenly announced his retirement from advertising.
Since then, he “has been an entrepreneur, designer and investor,” launching many other projects, including social ventures, and two other ad agencies. And now, he’s going back to where he began, as “one of the original founders of Crispin Porter + Bogusky,” rejoining the agency as Co-Founder and Chief Creative Engineer.
His new position will be to lead “all aspects of the company, including creative direction, innovation, strategy, and talent,” working closely with current CEO Erik Sollenberg, President Danielle Aldrich, and Chairman Chuck Porter. His mission? To reimagine what the modern agency of today can be.
“This is a decisive moment for the future of the advertising industry” he explains. “The needs of brands have changed, and it’s high time to reexamine the best creative approach to meet those needs.” He will be using his experience from his time away from advertising which was “largely spent advising and investing in tech startups” to apply the various lean and agile processes that “have revolutionized so many other industries.”
Erik Sollenberg explains that “CP+B’s true north star is dramatic and wildly effective work,” and this is really what a creative mind like Bogusky can bring to the table. “There has never been a more interesting time to be in the industry,” he says.
CP+B may, of course, be in a bit of a crisis trying to figure out its identity in this complex era better. The industry as a whole is going through big changes as well. As big advertising powerhouses like Ogilvy and Publicis seek to reinvent themselves in the “new world [that] is about being smart, fast, nimble and prolific,” creative agencies like CP+B seem to be going in the same direction.