Crispin, Porter + Bogusky Acquires Sweden's Daddy

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Crispin, Porter + Bogusky announced its official landing on European shores today. While the agency has maintained service offices in London, Spain and Germany, the acquisition of Daddy marks the agency's first full creative office on the continent, in Gothenburg, Sweden. The country's second largest city, about 248 miles from Stockholm, will act as the center of the agency's European operations. The agency says the move strengthens its global presence and helps it to better service global clients like Burger King and Microsoft.

Daddy, founded in 2000, specializes in interactive design and development with a client list that includes Heinz, Philips, Scania, Ciba Vision, SAS, TeliaSonera, Capio and Autodesk.

We spoke to co-chairman Alex Bogusky about the new office and what it means for the agency.

CP+B has a philosophy of the "North American factory" in terms of how the Miami and Boulder offices work. Does this mean that the European office will be integrated into that same factory?
No, this will actually be a European factory.We do run European work out of Boulder and Miami but it means some conference calls at really odd times. And it's probably possible to run things out of Boulder/Miami 24 hours a day, in some sort of shift work but there aren't that many people in advertising that want to work the late shift. It's not about proximity, but more because of time. It's not really a factor within North America, but more of an issue when you're crossing oceans. So ultimately, our thinking has been we're going to need three (this European office being number two), possibly four factories max to have a CPB open and available wherever a client might be. And scattered in there are various service offices with planners and account people.

(The new office) is not going to be a replica; it'll be a bit different than we are here. We have a lot of digital focus here, they're going to have even more. We want it to be CPB, we want it to have a similar culture but we're not going to spend a lot of time sending myself or Andrew Keller over there to live for six months. There's not going to be any of that. We know these guys, we've worked with them a lot, we like them. They're not exactly like us, but we're not exactly like us from Miami to Boulder, or even upstairs to downstairs. But the amount they're like us feels pretty good already and that's why we wanted to work with them.

What's happening to the Daddy founders and their current staff?
All those guys stay on and are our partners in Europe, and Daddy becomes CP+B Europe or CP+B Gothenburg.

So you and Andrew won't be moving, but any plans to put anyone from the U.S. offices over there?

Well, it'll depend on the creative need. There's some sense that we'll start doing some BK work over there. We do European BK work in Miami and Boulder but there's some sense that it might migrate, it's up to the client. We do feel that Germany and the U.K. might enjoy having a factory so close by and some of the German and British creative could move to that office. And then there could be more recruiting for that office, rather than moving people. We definitely believe having creatives on pan-European work that come from the countries that the work will be seen in.

You mentioned Burger King; will there be Microsoft work coming out of that office as well?
It's definitely going to be organic and right now there hasn't been a decision made, but my sense is they're in Europe and they're CPB, so there's going to be some opportunities to help.

Is this move also a result of any new European accounts?
No, but it is a result of having conversations with brands we like and think are really cool but they thought we weren't an appropriate choice because we didn't offer any European help. It's always a shame to get dinged for what does feel like a technicality. So it's important I think for the agency to have that capability in order to work on the type of stuff we're excited to work on.
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