CPB is often seen as doing new things,” says Bogusky. “But when I look at the history of advertising we’re really just trying to grab back the old things that agencies gave up over the years. People say ‘we want to be strategically involved.’ Well agencies stopped being strategically involved because it was profitable to stop being strategically involved. Then they stopped being involved in media because it was profitable to stop being involved in media and to spin it into something else. So we’ve reclaimed that territory; we’ve realized that creativity and media are connected.
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Alex Bogusky Co-Chairman Crispin Porter + Bogusky. http://cpbgroup.com/
source: http://creativity-online.com
