First Mover: Bob Winter

Specs Age 46 New gig Executive creative director, Crispin Porter + Bogusky, Miami Old gig Chief creative officer, Young & Rubicam, Chicago What are the biggest challenges of your new job? To continue to build a killer team—clients included—and quickly make a few things that we really love. We need a little bit of swagger to help us get over some of the feelings of being the “other” office [to Crispin’s Boulder, Colo., location]. It’d be awesome to make a few things that help redefine what advertising can be. How will you make Crispin better? I hope I can bring a spirit of generosity and a belief that everyone’s wildest dreams are possible. Tell me about the short film you’re developing around the Kiss song, “Beth.” It’s just a for-fun thing. In that song, it’s kind of a one-sided conversation when he’s talking to Beth. I always thought it would be funny to hear Beth’s side of the story. You know, she’s at home, trying to make meat loaf for the family and wondering when he’s going to show up. What will be the platform for it? I really don’t know. It’s just something I’ve been doing for fun. I wrote this script, and I’m trying to decide what it’s going to be. I think maybe it will be a little, short film. I was thinking that it might be fun to create a series that’s like the made-up stories behind real songs. How long have you been a Kiss fan? Ever since I was little. Was the band the first concert you saw? You must have seen them live. No, I’ve actually never seen them live, believe it or not. Yeah, my first concert was Barry Manilow with my mom. Oh no. Sorry. That’s how cool I am [laughs]. What inspires you? When you’re making something that you really love, this is the best business in the whole world. The other side is when you’re making something you hate, it’s the worst feeling in the world. So that’s motivating, too. Do you have a pet peeve about the industry? People that don’t act like team players. People that are selfish. I don’t like to be around them, so I don’t see a lot of them. But, you know, that is not exclusive to advertising. What three words would you use to describe yourself? Fair-skinned, positive and passionate. What three words would others use to describe you? Kind, thoughtful and dorky. You remember your first ad? It was actually a radio spot. It was with Phil Hartman. We did this thing for Wheaties and it was about how it’s not called the breakfast of tired guys in easy chairs. It’s the breakfast of champions. Get out there and do something special. I remember, though, it was probably the first script I had written, and I wrote probably three minutes of copy for a 60-second spot. He was really patient with me. So you worked with a celebrity right out of the box. Must have been a little intimidating but cool at the same time. Yeah, it was. It was like, “Wow, advertising is awesome.” I remember we got on the phone with him and I was all nervous to talk to him and he was like, “Bob, I read your script and uh, well, I’m embarrassed for you.” He was just busting my chops.

Brand Marketing

First Mover: Bob Winter

Crispin's new Miami ecd on his love of Kiss and embracing his dorky side

Andrew McMains

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Andrew McMains