Mirren Conference: Breaking the Rules of New Business, Alex Bogusky (Crispin Porter + Bogusky)
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Welcome to the Tuesday morning keynote address.* *A keynote in corporate or commercial settings will lay down the framework for the following program of events. It will also flag up a larger idea.
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To grow from 16 – 1000 people at a pace not seen by many agencies, meant breaking a few rules. If you follow the rules of new business - if you follow the same path of every other agency – you can expect the same mediocre results. Bogusky believes most are approaching it all bass-ackward. Most think about new business when they’re desperate for it. In his mind that’s way too late. Learn the CP+B strategy to getting more proactive, to breaking the rules... to stealing more business and winning more pitches.
Transcript of Mirren Conference: Breaking the Rules of New Business, Alex Bogusky (Crispin Porter + Bogusky)
Welcome to the Tuesday morning keynote address.*
*A keynote in corporate or commercial settings will lay down the framework!for the following program of events. It will also flag up a larger idea.
I’ve been working in marketing for 28 years.
Most of that time at Crispin Porter + Bogusky.
I shared a small space with 15 other people in 1988.
We now have more than a thousand lunatics in the asylum.
“Alex Bogusky and Crispin Porter + Bogusky is
everything that is wrong with advertising.”
-Adage
Somewhere along the way, we got pretty good at new business.
In fact, we have never lost a new business pitch in our history.
Eventually, we got clients without a review.
I will tell you the secret. We cheated.
Cheating.
They teach us our whole lives not to do it.
But who made the rules? Why don’t they
want you to cheat?
Cheating is merely breaking the rules that the
previous generation has set to protect their wealth.
Finally, IBM says the next five years will see more change
than the last 50.
Now you’re probably ready to start cheating.
So what are the rules to cheating?
1. Identify the rules.
2. Break every single one.
This sounds simple, but it isn’t easy.
Brand Building (the old rules)
Consistency
Endorsement
Investment as currency
Announcement
Advertising
News in the pipeline
Retail is the opposite of branding
The medium dictates the ideas
Brand Momentum (the new rules)
Surprise
Cultural relevance and buzz
Ideas as currency
Conversation
Advertising and publicity
News IS the pipeline
Retail IS branding
Ideas find a medium
There are two kinds of rules: The rules of marketing.
And the rules of engagement.
Random list of rules: Work with consultants
Media neutrality Social media
Great content matters Brands are stories
Learn from your mistakes Growth is good
When is the most impactful time to think about new business?
Shimano cycling YOUTH MARKETING truth BUILDING A BRAND FROM SCRATCH MINI MEDIA NEUTRAL Burger King HUGE BRAND TURNAROUND Volkswagen TOTAL DIGITAL INTEGRATION B-cycle
BUILDING NEW ENTERPRISES
How will you break the rules around new client opportunity?
What’s your filter?
All of you will learn a lot here, but not all of you will be equally
successful. Why?
Happy Cheating
