The June 2008 issue of Fast Company features a cover story on ad agency Crispin Porter and the much-talked-about Apple campaign “PC vs. Mac.”<\/p>\n
On the cover is a photo of the agency’s creative honcho, Alex Bogusky, doing his best to look smug, self-assured, and ultra-cool.<\/p>\n
The article praises the creativity of Bogusky and company on their ad programs for anti-smoking (“raw, awarding-winning”), Burger King (turning its King character into an “unlikely icon”), Orville Redenbacher, and others.<\/p>\n
The article, which starts on page 64, goes on and on about how innovative and revolutionary and cool Bogusky’s campaigns are.<\/p>\n
But I had to read to page 70 before I found any specific numbers on sales results — which said that sales of VW, whose ad campaigns are created by Crispin Porter, have fallen 6%.<\/p>\n
Alex Bogusky and Crispin Porter are all about branding, of course. Clients, consumers, and the ad industry may love their work, talk about it, and give it awards.<\/p>\n
But can anyone demonstrate that Bogusky can move product, whether cars or PCs, out of the showroom and off the shelves?<\/p>\n
If not, I have no problem with that, but then why would Fast Company put his smug mug on the cover and write a hero worshipping article treating him as a marketing genius … when the only proof of such is purely subjective? <\/p>\n","protected":false},"excerpt":{"rendered":"
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