Alex Bogusky is returning to the agency he co-founded. He is taking up the position of chief creative engineer of Crispin Porter + Bogusky after leaving the agency eight years ago when he was executive creative director. He will lead creative direction, innovation, strategy, and talent at CP+B.  Bogusky replaces Linus Karlsson, who joined as chief creative officer in September 2017, replacing Rob Reilly, who left in 2013 to become global creative chairman at McCann and leaves after just ten months.

Karlsson and Paul Malmstrom made their name in advertising in the US in the ‘90s at Fallon from 1996 – 2002, then Mother New York (which they co-founded) for eight years until the November 2010. In 2011, he joined McCann Erickson as chairman and chief creative officer.  In 2014, Karlsson launched creative and entertainment agency, Ming, where he stayed until joining CP+B.

Bogusky spent twenty years at CP+B from its inception until 2010. During that time, it grew into one of the most highly regarded creative agencies in the world, with a massive haul of awards including Ad Age Agency of the year in 2004 and 2008, Agency of the Decade in the 2000s and Creativity’s Agency of the Year four times in six years.

Alex Bogusky

In his new – or renewed – role, Bogusky will work with CP+B chief executive officer, Erik Sollenberg; president, Danielle Aldrich; and chairman, Chuck Porter. While away from CP+B, he had launched a brand impact agency and consumer advocacy group, Fearless Unlimited.

In his statement, Bogusky noted, “The needs of brands have changed, and it’s high time to re-examine the best creative approach to meet those needs. My time away from advertising was largely spent advising and investing in tech start-ups and I learned about the processes that drive those successes. I think advertising agencies can benefit from the lean and agile practices that have revolutionised so many other industries.”

In his statement, Chuck Porter, said, “The last time Alex was here, we reinvented what it meant to be an ad agency, and I don’t think there’s ever been a time when the industry needs that more than right now. The new world is about being smart, fast, nimble, and prolific. I think that’s what marketers want, and where talented people want to live.”

Bogusky added, “The CP+B brand has always been all about redefining advertising, and the opportunity to remake what it means to be a top-tier creative agency is too compelling to pass up. The timing is right.”