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.

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?

23. Shimano cycling YOUTH
MARKETING truth BUILDING A
BRAND FROM SCRATCH MINI
MEDIA NEUTRAL Burger King
HUGE BRAND TURNAROUND
Volkswagen TOTAL DIGITAL
INTEGRATION B-cycle

24. BUILDING NEW
ENTERPRISES

25. How will you break the rules
around new client opportunity?
What’s your filter?

26. All of you will learn a lot here,
but not all of you will be equally
successful. Why?

27. Happy Cheating