Crispin Porter + Bogusky

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How to make Volkswagen famous again: that’s what makes Alex Bogusky sleepless these nights. On the heels of Crispin Porter + Bogusky’s September win of the VW account, the agency’s chief creative officer expresses more concern about turning around the carmaker’s downward sales spiral than keeping the Miami agency at the dizzying pace of growth it has experienced the last few years.

“It’s probably in the real scary time right now. It’s a big challenge,” says Bogusky, who tries not to feel the weight of the brand’s creative legacy, from its most recent history with Arnold Worldwide to the revolutionary ’60s with Doyle Dane Bernbach.

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