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Crispin Porter + Bogusky has gone through numerous changes over the past few years, from key account losses to leadership upheavals and becoming part of the Stagwell Media Network.
Now, in perhaps the biggest recent boost for the storied agency, four agencies within Stagwell are combining forces under the CP+B banner. MMI, Vitro and Observatory will come together as CP+B across North America, adding a collection of new capabilities to create an integrated powerhouse agency.
According to Stagwell, the refreshed CP+B comes in response to the demands of modern marketers seeking simplicity, integration and breakthrough creativity. The trio of agencies enhances CP+B’s ability to deliver on those needs by adding paid and performance media and marketing, content and audience insight, and analytics.
“For the past six months, we’ve been reviewing our portfolio of brands in response to the growing demand for integrated solutions that perform across creative, media and communications,” global CEO Brad Simms, who is also Gale CEO, said in a statement. “This move reclaims CP+B’s transformational DNA and integrates MMI’s media and performance marketing, Vitro’s boutique creative and Observatory’s branded entertainment capabilities.”
Under Simms’ leadership, CP+B has been on a growth trajectory since August 2022 with new client partners including Dropbox, Old Dominion Freight Line, Plackers and Nasonex, adding to its existing portfolio anchored by Buchanan’s Scotch Whisky. The new agency has more than 300 employees, bringing together media, creator and digital at scale as the agency looks to grow with an existing roster of brands including Amazon, Marriott, Procter & Gamble and 19 Crimes.
An agency that changed the game
Simms told Adweek that few agencies can claim to have changed the trajectory of the industry the way Crispin has done.
“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 with this move it will be transformative again,” said Simms.
One thing Simms has seen since taking the global CEO role in October is a big market demand for Crispin. He said the brand carries “incredible equity and awareness and is a magnet for both clients and talent, making it an important part of the Stagwell ecosystem.”
