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Second to None: A New-Look Crispin Porter Bogusky for the Modern Era



Crispin Porter + Bogusky North America President Maggie Malek sat down with Little Black Book’s Addison Capper to share how “four like-minded, complementary agencies” joined together to reinvigorate a respected creative powerhouse.


“Few agencies can claim to have changed the trajectory of the industry in the way that Crispin can,” says Maggie. “Crispin fundamentally changed the way we thought about advertising by blending the lines of creative and media and placing earned at the core of every idea. It was transformative then, and we believe it will be transformative again with the addition of MMI, Observatory and Vitro.”


By bringing together what she calls “four like-minded, complementary agencies”, Maggie says that the team is restoring Crispin’s previous integrated model, boosted with the scale required to achieve future growth. Each agency should bring something special to CP+B. MMI specialises in media, influencer and creator; Observatory has deep connections with Hollywood, bringing brand entertainment to the fold; Vitro focuses on boutique creative; and CP+B adds global scale and the significant brand equity it rightly enjoys.




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