Crispin’s In The Business Reengineering Business

Did you know that Yahoo has an Advertising Blog? Yes. And the latest entry therein is an interview with Andrew Keller, CEO of Crispin Porter + Bogusky.
Becky Ebenkamp, Yahoo’s ad blogger, asked Keller, “What, exactly, is a modern creative agency?”

As CEO, I’ve been trying more and more to put my finger on what makes us unique. I think it’s about using creativity to drive business success, period, whether that means an ad, a website, a mobile app… With Domino’s, this was a fundamental change in how the company does business and goes to market wrapped in a creative execution.
We’ve always said, “Pretend it’s your business. What would you do?” We [apologize to clients up front] that we’re going to stick our noses into places they don’t belong, and then suggest what actions need to be taken. We’ve always come to clients, brands and products and problems that way, and then been able to apply creativity on top as a solution. That’s been our underlying philosophy: We apply our creative ideas and problem solving abilities to [more than advertising] to drive business success.

There you have it. Don’t make ads, make change.



About David Burn

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. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.