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Mirren Conference: Breaking the Rules of New Business, Alex Bogusky (Crispin Porter + Bogusky)
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Mirren Conference: Breaking the Rules of New Business, Alex Bogusky (Crispin Porter + Bogusky)

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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 …

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.

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  • 1. 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.
  • 2. I’ve been working in marketing for 28 years. Most of that time at Crispin Porter + Bogusky.
  • 3. I shared a small space with 15 other people in 1988. We now have more than a thousand lunatics in the asylum.
  • 4. “Alex Bogusky and Crispin Porter + Bogusky is everything that is wrong with advertising.” -Adage
  • 5. Somewhere along the way, we got pretty good at new business. In fact, we have never lost a new business pitch in our history.
  • 6. Eventually, we got clients without a review.
  • 7. I will tell you the secret. We cheated.
  • 8. Cheating. They teach us our whole lives not to do it.
  • 9. But who made the rules? Why don’t they want you to cheat?
  • 10. Cheating is merely breaking the rules that the previous generation has set to protect their wealth.
  • 11. Finally, IBM says the next five years will see more change than the last 50.
  • 12. Now you’re probably ready to start cheating.
  • 13. So what are the rules to cheating?
  • 14. 1. Identify the rules.
  • 15. 2. Break every single one.
  • 16. This sounds simple, but it isn’t easy.
  • 17. Brand Building (the old rules) Brand Momentum (the new rules) Consistency Surprise Endorsement Cultural relevance and buzz Investment as currency Ideas as currency Announcement Conversation Advertising Advertising and publicity News in the pipeline News IS the pipeline Retail is the opposite of branding Retail IS branding The medium dictates the ideas Ideas find a medium
  • 18. There are two kinds of rules: The rules of marketing. And the rules of engagement.
  • 19. Random list of rules: Work with consultants Media neutrality Social media Great content matters Brands are stories Learn from your mistakes Growth is good
  • 20. When is the most impactful time to think about new business?
  • 21. Shimano cycling YOUTH MARKETING truth BUILDING A BRAND FROM SCRATCH MINI MEDIA NEUTRAL Burger King HUGE BRAND TURNAROUND Volkswagen TOTAL DIGITAL INTEGRATION B-cycle
  • 22. BUILDING NEW ENTERPRISES
  • 23. How will you break the rules around new client opportunity? What’s your filter?
  • 24. All of you will learn a lot here, but not all of you will be equally successful. Why?
  • 25. Happy Cheating

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