This Miami-based agency is best known for work like the Subservient Chicken; learn about CP+B’s philosophy and meet its superstars.
"The future of advertising is that there isn't any."
That's quite an audacious statement, but even more eyebrow-raising when you learn it comes from the mouth of Jeff Hicks, CEO of Miami-based Crispin Porter + Bogusky (CP+B).
Those remarks were just a few snippets of wisdom offered by Hicks in Chicago at last October's Forrester's Consumer Forum.
But since the company's inception in 1965 (started by Sam Crispin; his name is still on the door even though he departed in 1991 and his son, Charles, sold out in 1993), and especially in the past few years as CP+B has consistently rolled out a number of award-winning campaigns that have spanned a wide variety of media platforms, shaking things up has become a key part of the creative mix.
The full-service ad agency now has annual revenues of more than $1 billion and more than 600 employees in Miami, Boulder, CO and Venice Beach, CA. Services include creative, media, research, planning and print/broadcast production. Big name clients include Burger King, Coca-Cola, Sprite, American Express, Haggar, Geek Squad, Nike, American Legacy Foundation and Volkswagen.
CP+B's philosophy, noted Hicks, "is turning great marketing into great results for clients."
Hicks said the role of advertising is to push consumers towards products.
"At the center is the product. Advertising is at the periphery, with packaging and customer relationship management and distribution as the layers between it and the product. Our job is not to interrupt but to create content that's entertaining."
Hicks added that marketers should get comfortable with consumers messing with their brand.
"The best marketers are realizing this is a foregone conclusion. We encourage our clients to participate."
Many of CP+B's clients would add that the content has also contributed to the bottom line.