A Tale of Two Crispins: Why There Won’t Be Another Agency of the Decade
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There are 11 in the picture, slumped over sewing machines and laptops, dirty, disheveled and looking utterly exhausted. Amid them stands an equally filthy Alex Bogusky, a baseball bat slung over his shoulder.
This was the cover of Ad Age’s Creativity magazine in December 2005, when Crispin, Porter & Bogusky was at its creative height. It was the agency that couldn’t lose. CP&B snagged Ad Age’s Agency of the Year award in 2004 and 2008 and was crowned Agency of the Decade. It had won Creativity’s Agency of the Year four times in six years by the time that cover photo was shot.
No shop since has shaken up the industry with such vigor. And it’s unlikely another agency will enjoy such a hot streak for so long again. Even its CEO concedes that the CP&B of the previous decade possessed a certain lightning-in-a-bottle quality.
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