NEW YORK (AdAge.com) -- Alex Bogusky, the biggest name over the door at MDC Partners' most successful agency, Crispin Porter & Bogusky, is taking on a new role at the Toronto-based parent company that makes him responsible for the creative product across its entire portfolio of agencies.
The move comes as MDC is looking to boost the shops under its banner, which include Kirshenbaum Bond Senecal & Partners, Mono, Skinny and Redscout. It also comes with a strange title: Mr. Bogusky is now "chief creative insurgent" at MDC, according to a company statement.
"Alex is an incredible individual with a rare combination of creative brilliance and business savvy, linked to a cunning understanding of pop culture and what motivates consumers," said MDC Chairman-CEO Miles Nadal. "In his new role, MDC Partners will be able to leverage Alex's creative vision, marketing and branding expertise, and social media insights across the entire MDC Partners network."
Mr. Bogusky is keeping his Crispin title of founding partner, but the move means he's likely to spend even less time focusing on the Boulder, Colo.-based shop's work. To some degree he's been transitioning out of day-to-day creative duties for clients like Best Buy, Burger King, Old Navy and the Gap, with that charge going to Crispin creative Rob Reilly and Andrew Keller. He's also busy with side projects such as books, like the "9-Inch Diet" and "Baked In."