Back when Cole & Weber was on a hot streak, I interviewed at an agency whose CEO said, “We want to be the next Cole & Weber.” Of course, he had no idea what that meant or what it would take to make that a reality.
So you can bet that when Warren Berger’s book Hoopla: A Book about Crispin, Porter & Bogusky hits the streets in September, folks running mediocre agencies across the land will rush to get a copy and tell their staff, “This is what we need to be doing!”
All I’m saying is, get ready.
Actually, that’s not all I’m saying. Every agency has their own unique culture. Some cultures are permeated by fear, some cultures encourage original thinking, sometimes a culture is essentially a permanent state of bending over for the client’s every whim. Crispin’s is unique, it took them years to get to where they are now, and you can’t copy it by reading a book, try as you might.