It’s no surprise that Crispin Porter + Bogusky picked up Adweek’s U.S. Agency of the Year Award for 2008. Their attention-getting campaigns for VW, Microsoft, Burger King and others are designed with the motto, “don’t show me a script, show me the press release.”
Case in point, we were compelled to write about the creepy King’s beef-scented cologne (image above) last month. Creating “content” the press must write about, and that people share, talk about, and denounce, which ultimately redefines a company’s image is turf the PR industry would love to occupy.
Notice the part in Adweek’s story about Crispin’s ability to cultivate controversy:
Both agency and client see an upside to any controversy. Russ Klein, BK’s president of global marketing, strategy and innovation, says the two companies share a belief that “it’s more important to be provocative than pleasant.”
Reilly is even more blunt. “We ask ourselves, ‘Would the press write about it?'” he says. “We use that as a guide and it’s worked out pretty good for us.”
The full press release on the Awards issued by Adweek’s PR firm The Rosen Group is after the jump. By the way, CP+B rules the U.S., TBWA rules the rest of the world:
ADWEEK NAMES CRISPIN PORTER + BOGUSKY AS US ADVERTISING AGENCY OF THE YEAR
TBWA Worldwide leads pack as top global advertising agency of 2008
NEW YORKâ€” (January 5, 2009)â€”Adweek today announced Crispin Porter + Bogusky and TBWA Worldwide as the top US and global advertising agencies, respectively, of 2008. Both agencies will be featured in the special January 5th issue of Adweek and on Adweek.com (www.adweek.com/aoy).
Chosen for their success in winning new business and ability to draw attention with their work from the advertising industry and among consumers, Crispin Porter + Bogusky and TBWA Worldwide also both saw significant, positive revenue growth in 2008.
Crispin Porter + Bogusky achieved a 15% increase in revenue over 2007. This performance was underpinned by three significant account wins, Microsoft, Old Navy and Hulu, as well as their existing VW and Burger King accounts. The agency’s “Whopper Freakout” for Burger King won gold at Cannes.
TBWA Worldwide saw its global revenue increase by 4%. The agency’s biggest win in its history came when it successfully cracked Visa’s “5-by-5” brief, which asked for work in five business segments that would appear in five key markets: the U.S., Canada, Korea, Brazil and Russia. Other key TWBA Worldwide 2008 wins included global digital duties for Adidas and US duties on PepsiCo’s Pepsi, Diet Pepsi and Gatorade All contributed to the agency’s global revenue increase this year, which reached a total of $1.35 billion).
“Both Crispin Porter + Bogusky and TBWA Worldwide were selected not only for consistently attracting attention with their work, but also because they were behind some of the most memorable–and controversial– advertisements of 2008,” said Adweek Editor-in-Chief Mike Chapman. “And while, to put it mildly, 2008 was not a year for stellar growth for advertising as a whole, both agencies increased revenue and their standing in the industry through new business development and signally effective top organizational changes.”
To view the full feature article on Adweek’s 2008 US Advertising Agency of the year Crispin Porter + Bogusky, please click here.
To view the full feature article on Adweek’s 2008 Global Advertising Agency TBWA Worldwide, please click here.