eROI Days Email Agency » Crispin Porter Bogusky http://eroidays.com Web Design + Email Marketing Agency, Email Design, eROI, eROI Days Blog, Email Marketing Strategy, Email Inbox Blog, email days, interactive agency culture, email marketing blog, Funny Email, viral marketing, Spam Archive Mon, 26 Jul 2010 17:36:44 +0000 http://wordpress.org/?v=abc en hourly 1 http://eroidays.com http://eroidays.com/wp-content/themes/eroidays/images/favicon.ico eROI Days Email Agency Alex Bogusky Makes Inc. 5000 Cool? http://eroidays.com/2008/10/01/alex-bogusky-makes-inc-5000-cool/ http://eroidays.com/2008/10/01/alex-bogusky-makes-inc-5000-cool/#comments Wed, 01 Oct 2008 13:27:00 +0000 Ryan Buchanan http://eroidays.com/?p=1280 Alex Bogusky was on the cover of Inc. magazine a few months ago with the headline something like “Can this Hot Guy Make Microsoft Cool?” Well, Crispin Porter + Bogusky are off to a good start w/ the Jerry Seinfeld / Bill Gates commercials, and even better, the PC commercials. So, I pose the question – did Bogusky make the Inc. 5000 Conference cool? Having been to 2 consecutive years of conferences, I can clearly say that it was already very cool before he came along, but Bogusky did a really good job of speaking to more than just creativity but accomplishing business objectives in a creative way. Here are my notes:

CP & B: 900 employees, 900 freaks, early on, worked with a ton of underdogs. Very Scrappy.

The Truth Campaign- Anti-Smoking
Change the cultural perceptions around a product Brand around youth rebellion. Rebellion is great. This choice is not rebellion, it’s about being manipulated by a huge machine (tobacco campaigns).

Advertising must play into PR and web, social “Playing with your consumer”

Molson Beer- 200 different labels “I’m not wearing any underwear”

Creativity is just a way to leverage business goals

Burger King Whopper Freak out- people got really pissed off with no Whopper. Super funny.
• embrace the creative process – makes it fun
• “you know what you ought to do,” have someone fill in the answer

CP+B 1 Rule: NEVER LIE. NO FIBS. NO BS.

Alex Bogusky personal story:
He just wrote a new Portion Control Diet Book: 9 inch diet (9 inch plates); portion distortion

Grow & Shed corporate stuff while still keeping structure

Creative is a magnifier – it magnifies the potential of the product

]]> http://eroidays.com/2008/10/01/alex-bogusky-makes-inc-5000-cool/feed/ 3 Chuck Porter, Crispin Porter Bogusky, Inspires: The Power of a Story http://eroidays.com/2008/03/19/chuck-porter-crispin-porter-bogusky-inspires-the-power-of-a-story/ http://eroidays.com/2008/03/19/chuck-porter-crispin-porter-bogusky-inspires-the-power-of-a-story/#comments Wed, 19 Mar 2008 10:49:30 +0000 Ryan Buchanan http://eroidays.mu.eroi.com/2008/03/19/chuck-porter-crispin-porter-bogusky-inspires-the-power-of-a-story/ At the OMMA Hollywood event, finally, a true creative breathed inspiration into an event dominated by metrics, analytics, and agency and media organizational models.

Chuck Porter talked about the power of a story that are sometimes bigger than life, like Burger King’s Subservient Chicken, which has become a cult following in Spain and Japan (long after the site had its heyday).

Also, it’s not always about a new medium. Porter’s agency took an age-old marketing medium in print magazines and placed ads in Cosmopolitan, Maxim with cheesy 80’s style male models with puppy dogs,and Molson Beer, then placed ads in male-targeted magazines about the psychographic effect of 100,000’s of women having a positive association of the male species due to these ads. The creative implementation of both real and faux ads and even made-up magazine covers placed on the back-cover of real magazines was all done brilliantly with a huge comedic and viral impact.

In Porter’s last anecdotal story about the difficulty of selling a risky idea into a brand, Chuck said that Burger King franchise owners wanted to kill Porter if he implemented an idea about killing their best selling product – The Whopper – with a campaign called the “BK Whopper Freakout.” The agency recommended trying it on Cable TV in a zip code for 1 restaurant in Las Vegas and it turned out to be wildly successful.

Takeaway for MediaPost – get more creatives as speakers and show the work – Porter rocked!

]]> http://eroidays.com/2008/03/19/chuck-porter-crispin-porter-bogusky-inspires-the-power-of-a-story/feed/ 0 Wieden+Kennedy Finally Goes Digital http://eroidays.com/2006/11/26/wiedenkennedy-finally-goes-digital/ http://eroidays.com/2006/11/26/wiedenkennedy-finally-goes-digital/#comments Sun, 26 Nov 2006 17:27:46 +0000 Ryan Buchanan http://eroidays.mu.eroi.com/2006/11/26/wiedenkennedy-finally-goes-digital/ Wieden+Kennedy headquarters in Portland, Oregon has held off entering into the interactive agency world for the past decade until now. Wieden has fervently stayed true to its core talent in TV and print advertising until its recent hiring of Carat Fusion exec, Renny Gleeson, as its global director of digital strategies. Arguably, the most talented independent, private agency in traditional mediums, WK is going to make a strong run at the online world with this new infusion of talent and business direction. WK has a lot of ground to make up to catch up with online viral marketing pioneer Crispin Porter + Bogusky.

Read the full MediaPost article

]]> http://eroidays.com/2006/11/26/wiedenkennedy-finally-goes-digital/feed/ 0 Chuck Porter speaks about “The Secret of Viral Marketing” http://eroidays.com/2006/10/11/chuck-porter-speaks-about-the-secret-of-viral-marketing/ http://eroidays.com/2006/10/11/chuck-porter-speaks-about-the-secret-of-viral-marketing/#comments Wed, 11 Oct 2006 16:00:00 +0000 Ryan Buchanan http://eroidays.mu.eroi.com/2006/10/11/chuck-porter-speaks-about-the-secret-of-viral-marketing/ chuckporter75.jpg Chuck Porter, Chairman of Crispin, Porter, & Bogusky – arguably the hottest agency in the world right now, spoke at OMMA East today about the success of his agency and the secret of viral marketing.

In his presentation, Porter brought up examples of how the world is moving so fast that a big news story hits for a few hours and then that person / story is forgotten about. This is often true of ”memorable” ad campaigns. The lifespan of great ad campaigns has gotten shorter and shorter with so much noise out there, especially with user-generated content. In fact, one panelist on ”The Creative Panel” pointed out that 90% of big box-office Hollywood films fail, so why expect all TV advertising to succeed? Coming up with and executing upon a big idea is exceedingly difficult and there needs to be a tolerance around how to define success.

The Secret of Viral Marketing

  • No one wants to be bored. Follow Plato’s advice where he wrote “There is NO learning without emotion.”
  • It needs to be creative, entertaining, or informational – enough for people to feel third-party validation from sending something unique, authentic to a friend.

    • Case Study: Burger King’s Subservient Chicken
    www.subservientchicken.com
    This site launched 3 years ago and within 12 days, there were 100 million hits to the site and the average amount of time spent on the site per user was 7 minutes. 3 years later, there have been a total of 460 million hits and it completely resonates with the 16-25 year old male demographic who are powereaters at Burger King.

    subservientchicken.jpg

    More Chuck Porter advice:

  • You can’t hide online.
  • Stay loose and back winners – as long as a campaign is HOT, back it. But, be very sensitive to pull the campaign before it gets stale. This is a tight balancing act.
  • Have one voice.
  • Go overboard with your idea.

    • To see the video clips of Chuck Porter’s presentation AND to see his entire presentation via video, go to OMMA’s specific webpage here to check it out>>

    ]]>     http://eroidays.com/2006/10/11/chuck-porter-speaks-about-the-secret-of-viral-marketing/feed/ 0     It’s Official: 2006 is the Year of YouTube and MySpace http://eroidays.com/2006/10/04/its-official-2006-is-the-year-of-youtube-and-myspace/ http://eroidays.com/2006/10/04/its-official-2006-is-the-year-of-youtube-and-myspace/#comments Thu, 05 Oct 2006 00:08:15 +0000 Ryan Buchanan http://eroidays.mu.eroi.com/2006/10/04/its-official-2006-is-the-year-of-youtube-and-myspace/ YouTube graces the cover of Forbes magazine and has a write up in Newsweek. It seems everywhere I turn, I hear about YouTube and MySpace defining the next wave of growth of the Internet. The Online Marketing Media and Advertising show in New York City had 20+ speakers, panelists, and breakout sessions over 2 days that reinforced this message at every opportunity.

    Crispin Porter & Bogusky and other ad agencies are creating such compelling ads (e.g. VW ad below) and online experiences (Burger King’s SubservientChicken.com), that loyal fans are uploading it to Web 2.0 superstars like YouTube and creating communities around these advertising concepts on MySpace.

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