Lazare Takes The Gloves Off

Sun Times advertising writer, Lewis Lazare, has been on a role, of late. Today he blasts Crispin Porter + Bogusky for their lame remake of the 1971 classic, “I’d Like To Buy the World a Coke.” Lazare likes to give out grades, and CP+B gets an “F” for the new “I’d Like to Teach the World to Chill.”

They say advertising often reflects the culture in which we live. Well, if you want to confront the heart-rending truth about how creatively bankrupt our culture now is — and the current American ad industry, too — just look at and listen to the commercial nightmare breaking this week from the once-esteemed marketing behemoth known as Coca-Cola.

In his next segment Lazare uncovers Scott Wild’s rumored plans for jumping the Cramer-Krasselt ship.

Almost from the beginning, Wild proved a difficult fit at C-K. One source who worked with Wild said he was not a good people person, but was a smart creative. “As long as you didn’t mind working with someone who was like a 13-year-old, he was wonderful, and he really pushed us creatively,” one source said.

As if that’s not enough hard-nosed journalism for you, Lazare then quotes a source who claims Wild is making $275,000 a year at C-K. Damn. I’m sure Wild’s team is going to love that little tid bit.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. I love the fact that Lewis has the courage to prod sacred cows and talk about things the way he sees it. Advertising is a business full of insecure, snippy people, and Lewis is often fearless in talking about it.
    The ad press is generally a fawning bunch, like most industry-related journalism is, most people won’t bite the hand that feeds them. But like any industry, the excesses need to be kept in check–witness the recent billing lawsuits and production scandals, both of which resulted in criminal trials. People like Lewis are the ones with the power and objectivity to do it.

  2. Carl LaFong says:

    Well said, Danny G. Too often, publications like Adweek, Ad Age and Creativity seem to practice journalism by press release – toadying up to the hot shops and accepting whatever they say without any questions or qualms.
    On an unrelated note, after reading about Scott Wild, I feel seriously suicidal. That someone can make that much money – more than I will ever make in my so-called career – is bad enough. That he supposedly acted like “a 13-year-old” is all the more depressing. Why do jerks seem to be so successful?
    And just who is Scott Wild anyway? I’m embarassed to admit I’ve never heard of him before. Did he come to C-K from Fallon or Goodby or Weiden? Is he really that good to be pulling down such big bucks?

  3. If I recall old CA’s correctly, Scott Wild was at Leagas Delaney in San Francisco for a while, working on Adidas. I think.

  4. I was on a job interview a number of years ago at a Denver shop. The CD had come to town from Riddell in Jackson, WY. He told me he couldn’t get anyone to move to Denver, because he couldn’t pay them more than he himself made. He went on to tell me Senior ADs and Senior CWs in NYC and SF–friends of his–were making 300K. When I balked in utter disbelief he pointed me to Ask Guy, a headhunter’s site, where indeed such jobs were listed in that pay range.
    Another time, I had lunch on the set of a famous TV show, shot in Utah. I asked around and discovered all the writers worked from LA. A little more inquiry led me to the discovery that TV writers on such a show make 500K, give or take. And they don’t even work all year long.
    So, Carl, why is it we do what we do for the money we do it for? Oh yeah…for the love.

  5. Carl LaFong says:

    Actually, David, I am in advertising because I couldn’t hack it as a grease pit operator at the local McDonald’s. It was either advertising or door-to-door loofah salesman. Still, your point is well taken.
    Frankly, I don’t know what is harder to believe: the vast amounts of money some people in this business make – or the fact that there was a famous TV series shot in Utah.

  6. Hollywood producer, Martha Williamson, created both Touched By An Angel and Promised Land from Salt Lake City, a.k.a. Shit Lake Salty, a.k.a. Small Fake City.

  7. Kevin Watts says:

    If you think you’re suicidal reading about Scott’s supposed salary, imagine working at CK and hearing about it. We were all shocked and perturbed…especially as our bonuses were cut and raises limited to “cost of living.” The justification was, he was going to bring in so much new business and improve the creative product to such a degree, we would all benefit. I would’ve loved that to happen. CK was a great shop, and I miss working there. But Scott was not the reason why. In fact, he was the reason many left.

  8. Unnamed says:

    Posting someone’s salary is vengeful. Lazar mucks about Chicago, spouting off his oh-so-1970’s rhetoric to anyone who will listen. He has of late completed the dismantling of his own credibility and integrity. IMO, Lazar is one more reason Chicago is a woeful laggard in the major markets.
    Regarding Scott’s salary – win some Gold Lions, a few Pencils, and become a well-known face at The One Show, and you’re worth far more than what C-K was paying him. This is an industry whose pockets are absolutely bottomless. It runs the capitalist economy, and good creative costs money.
    Say what you will about him, but Scott’s work speaks for itself. He is a savant on shoot-day. Marty Ross just jettisoned the only risk-taker on C-K’s creative team. Scott was brave enough to entertain work that isn’t in line with status quo; he had the courage not to fit in.

  9. Dear Unnamed,
    Thanks for taking up Wild’s cause. I’m not for nor against the guy. I just like juicy stories (you may have noticed our blog’s name, AdPulp). Anyway, Lazare wrote about me and this blog’s launch last fall, so I’ve felt his scorn. Whatever. He’s one guy with a point of view. I like that someone somewhere is highly critical of our business, which is riddled with bullshit. As to Wild’s numbers, I hope the guy makes more in his next job. Gives me something to shoot for, you know.

  10. Kevin Watts says:

    Unnamed: the CD’s name is Marshall Ross, not Marty. You’re pretty up on things, eh?

  11. Scott Wild says:

    I was a journalism major and worked 5 years as a photojournalist before my career in advertising. Lewis Lazarre failed journalism 101 with his article about me a few weeks back. And that is for using nothing but un-named sources. That complete turns his journalism into “gossip” instead of news. There were so many errors in that article that I find it hard to believe that anyone believed a word of it. Please don’t give Lewis power by even acknowledging his column. This is Advertising here not some “deep throat” Watergate scandal. Oh, and hello to Kevin Watts. Is it you who is the “one source” Lewis used? Too bad you got it so wrong or didn’t let yourself be quoted. If you have an issue with me, call me directly at Cramer-Krasselt. Thanks.

  12. Gossip? Big whoop. So it’s gossip. Gossip sells newspapers. You know that. Of course, you don’t have to like it. I suspect there are many Lazare haters in the biz. As I mentioned above, I was none too pleased with his profile of me and this blog last October. I was grateful for the exposure, but not for the slant, which painted me as an unemployed copywriter with nothing better to do. Thems the breaks.
    By the way, thanks for commenting here. Unlike the Sun Times, we gladly provide that opportunity.

  13. Lee Clow says:

    Oh, bullshit. Like the real Scot Wild would actually post on this quarter-assed web site. Gimme a break.

  14. Great point, Mr. Clown. I mean Clow, or whatever the fuck your name is.

  15. Tom Raith says:

    This is all cock.

  16. Kevin Watts says:

    Uh, no Scott. I don’t work at C-K, so how would I be the source? Get a grip.