Business Week gives CP+B the title “The craziest ad guys in America”- when in fact, it’s the other agencies that are crazy. Corporate conglomerates have zero to do with creative solutions to business problems- they cause business problems.
When The Next Wave came into this world, we avoided the words “advertising” and “agency” for a reason- the solution isn’t always advertising (in fact, most of the time- it’s not advertising at all) and we’re not a temp agency to come in and solve your problems so that we can go on our way when the client thinks they have everything under control. We chose the words “marketing • innovation” because according to Peter Drucker- that’s all there is to business. Even our tagline sounds different than most agencies- “Create lust • Evoke trust”- that’s what it’s all about- but, maybe we should also add- “make buzz” – because as Alex Bogusky says “I like that they are talking about the work. If they aren’t talking, then your brand is dead.”
In the media multiverse, it’s impossible to stand out if you do work that doesn’t create an emotional response. CB+P is willing to risk alienating some customers in order to stimulate the core buyers. This is the absolute opposite of what the big corporate agencies are willing to do. They prefer to buy buzz- because they can mark it up- the problem is buzz can’t be bought anymore.
If there is one thing to be learned from Crispin’s work, it’s that every opportunity to open a discussion with the market is exploited- from bags and window decals, to rewriting employee manuals. Read the article from Business Week- and come back and share your observations about how they approach their clients’ challenges.