Crispin Porter + Bogusky interview part one: Creating an innovation machine

Geoffrey Precourt

In this first of a two-part article, Warc's U.S. editor, Geoffrey Precourt, interviews Alex Bogusky, co-chair of Crispin Porter + Bogusky, and John Winsor, former vp/executive director on the thinking that underpins the agency - product innovation that begins with advertising but moves beyond it in different directions.

Crispin Porter + Bogusky interview part one: Creating an innovation machine

Geoffrey Precourt

This interview continues in Part Two.

The notion is simple. If an agency gets a Widget account, it learns everything it can about Widgets. In fact, it can become so well-versed in Widgetry, that its knowledge is second only to the client's. Often, its third-party perspective even pushes it to the top of the knowledge pile.

With so much insight and understanding about the consumer, should an agency restrict itself to planning, creating and placing ads? Why shouldn't it make use of its acquired knowledge...

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