CP+B Is Now CPB+

Following the return of cofounder Alex Bogusky, Crispin, Porter + Bogusky (CPB) is undergoing a makeover to move beyond the agency's past and position itself for the future.

“When Alex returned, he was quick to let everyone know it wouldn't be a reunion tour. There would be a lot of change to create the agency of now," says Adam Skalecki, co-head, design, CPB.

"The new vision deserved a new look. Not only do we walk and talk differently -- now we have a new wardrobe.” 

Perhaps the most significant change is moving the iconic “+”,  a staple of the agency's logo for some time, to the end of its name.

“The stencil treatment of the design embodies our punk spirit in turning the industry on its head," says Skalecki. "Moving it outside of the founders’ names creates new significance -- the importance of brand to our partnerships and the exponential value we bring with our newly defined data-driven process.”



The newly redesigned website CPBGroup.com is modeled to engage visitors more like a startup company, as opposed to traditional advertising agencies. The site combines flashy graphics with familiarity, including touting its "kick-ass advertising" and a tab that invites visitors to "chat with Ryan," the agency's chief operating officer.

The site also integrates the agency's history, including the ability to download its old position on the creative process, as well as an updated take. 

Rather than encourage potential applicants to merely submit their resumes, the site invites talent to take a copy or art director test. They can also purchase branded items from the CPB store, including the “Guide to Culture Jamming.”



4 comments about "CP+B Is Now CPB+".
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  1. George Parker from Parker Consultants, December 14, 2018 at 9:33 a.m.

    "There would be a lot of change to create the agency of now." What a load of old bollocks... Still, it makes a change from "The Agency of the Future," that's been flogged to death. "They can also purchase branded items from the CPB store!" Only if you are crazy... Anyway, shouldn't it be the CPB+ store?
    Cheers/George "AdScam" Parker

  2. John Grono from GAP Research replied, December 14, 2018 at 5:22 p.m.

    And in breaking news, the PR department has admitted it was a typo.

  3. Larissa Faw from Mediapost, December 14, 2018 at 5:30 p.m.

    Hi George! You better get in line as the flip-flops are likely to sell out. I wonder if Alex will be making the jam himself? 

  4. George Parker from Parker Consultants, December 15, 2018 at 8:18 a.m.

    Larissa... Remember when Alex started a ompany called "Made." the “Made in America” outfit that sold outrageously expensive shit no one in their right mind would buy… Particularly the made in "American" watches with made in “Switzerland” movements! That was after he wrote a healthy food recipe book whilst handling Burger King and Domino's. No, you can't make this shit up.
    Cheers/George "AdScam" Parker

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