Tuesday, February 27, 2007

Can an Agency Overshadow its Brands?

It is no surprise that an agency can elevate a brand to new heights. Some of the most successful brands owe a large share of their success to their agencies...but could it be that an agency actually gets bigger than its brands? Maybe the agency becomes both a means and an end?
Could it be that an agency's communication for all of its brands has a certain, style, wit, humor that is so typical that it overshadows those of the brand itself?
And we are not talking about any agency that simply executes one idea across mulitple brands...nope we are talking about arguably one of the most creative agencys of today, yesterday and most likely, if Colorado proves as inspirational as Miami (yes they are moving), tomorrow.

Yes it sounds pretty bizarre for a piece of communication to resonate an agency's values as opposed to the brand it was conceived for...
I feel that way every time I see a Crispin Porter + Bogusky ad. Wake Up With The King or subservient chicken for Burger King, Let’s Motor.” for MINI, VW's unpimp my ride and Fast, Victoria secrets Pinkpantypoker.com. The ads I have sited seem to resonate more CP+B values than their respective brands...I guess what I am trying to say is that CP+ B has so much damn character in all the communication it develops, I feel like I'm watching a CP+B ad not a burger king ad...

An inside look at Crispin here.


Anonymous AA said...

I think this is one of your most interesting posts yet...i think CPB have an evolved perspective on communication...they are so far ahead of the rest of the pack, that anything they do does look different. They genuinly do understand the conception of ideas...and what an idea is (it's so difficult to say something like that without it sounding cliche)

When people ask, what is the agency of the future...I would suggest Crispen Porter

1:41 PM  
Anonymous Anonymous said...

I would say that you are quite quite quite wrong.

If you were to look at Anomoly in New York this is the future agency in terms of structure, creative, billing and the offering.

CPB who??


3:58 PM  
Anonymous Anonymous said...

Sorry to 'raid the parade' for lack of a cheesier line, but StrawberryFrog have been working the same way as anomaly for years...i think you're citing the wrong case as reference AT.

4:18 PM  
Anonymous Anonymous said...

and here is a little something for you to educate yourself AT...


4:30 PM  
Anonymous Anonymous said...

Care to outline how StrawberryFrog bill - a revolution in itself?

I take it it is totally different to the traditional model much like Anomoly and that StrawberryFrog deal in product design, brand consultancy, NPD and brand partner realtions.

4:50 PM  
Anonymous Anonymous said...

It's alright mate, have a pepsi, we're not clients and looking for a business pitch

4:52 PM  
Anonymous aa said...

Yes product placement in Blogs...seriously AT maybe some lipton Green tea to help you calm down?

5:05 PM  
Anonymous Anonymous said...

okaaaay placement in blogs - not really what I was thinking, but yeah, you got me, I would never have thought of that as a serious answer.

Throw us that Peter Pan book will ya?

5:15 PM  

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