Many conversations about Crispin Porter & Bogusky in 2008 began and ended with one big mouthful of a word starting with an "M" and ending with a "soft." But other words were perhaps more significant in summing up the agency's contribution to the advertising world over the past year. Among them: Design. Utility. Freakout.
The agency was as prodigious as ever in 2008, and as innovative. It produced a few of the most important bits of brand creativity of the year, and, equally important, it continued to evolve the idea of what an ad agency can be.
In the modern age of advertising, CPB, love it or hate it (and the agency is unrivaled in the amount and intensity of antipathy it arouses) came to represent the New Ad Agency, the idea-centric, media-inclusive, integrated creative factory whose brand campaigns feed from and create popular culture. The shop has long been recognized for incorporating media into its creative thinking and solutions and for embracing digital (Crispin has twice been named digital agency of the year at Cannes, and with the acquisition of Texture Media this year becomes a more all-round-digital player, producing more of its interactive work in house). Now, as more brands are realizing the benefits of a holistic creative approach, where design and communications are as one, the agency is once again doing the work to continue to evolve as a brand creativity partner -- a full service agency in the truest sense.