Anyone in the business of advertising in the decade from 2000 to 2010 should have been keeping a close eye on Crispin Porter + Bogusky, the darlings of the industry. Adweek even made up a new award- Creative Director of the Decade to give to Alex Bogusky at the end of 2009. So when The Next Wave Chief Creative Officer David Esrati had seen Alex introducing B-cycle, a joint venture between CP+B, Trek Bicycles and Humana Health Care, he reached out to Alex and asked what it would take to bring B-cycle to Dayton Ohio.
Through one-on-one selling to university presidents, economic development gurus, the director of metroparks, and bringing a prototype of the early bike to the first Miami Valley bike summit, Esrati built the case for bike share. His blog posts built awareness, and his constant lobbying for the program brought the system to town, 6 years after he started talking about it.
Alex Bogusky and David Esrati in Boulder
Alex Bogusky left the industry, and Trek is the only remaining partner, but David and Alex stay in touch about other things, looking for opportunities to collaborate.
And Dayton’s Link bike share system is being well used, and growing.