Well, guess the MDC-owned agency is weathering the tide as Crispin Porter + Bogusky has elevated Neil Riddell to VP. executive director of product innovation. Ridell has been with CP+B during its rise, working for 13 years at the MDC-owned agency as one of the founders of the said agency’s product innovation group. You can expect Ridell to be involved with Green Garage and Twist.
CP+B CEO Andrew Keller says in a statement, “For a while now, we’ve been using product design and invention as a powerful component of brand building, by creating products, tools and toys to serve as marketing to further develop the brand story. We’ve also partnered to embed branding and marketing directly into the products of our clients. But probably most interestingly, we’ve been using our talents and passions to create brands from scratch with like-minded partners. Neil has led this vision in a truly exceptional way.
Neil is an entrepreneur and master strategist who is at his best getting his hands dirty, whether it be designing a typeface, modeling a product or helping to develop a brand’s voice and ethos.”