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If the nation’s top two bookstores were on a college campus, “Barnes & Noble would be the law library, and Borders would be the smaller, funkier, cooler place,” said Tim Roper, creative director at Crispin Porter + Bogusky in Venice, Calif., which last week won the music and book retailer’s $15 million account.
“Borders has the opportunity to be a really cool brand,” Roper said. “They know the need for differentiation and identity. Why buy the Tom Clancy book there rather than 15 other places?”
Maxxcom’s CP+B is expected to craft image advertising to create that “cool” identity in time for the holidays.
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