Last thursday we had a visit from two incredible “talent relations” representatives from Crispin Porter + Bogusky. Del and Yanira gave a great presentation familiarizing us with the CP + B mentality, as well as a delicious lunch, which we would invite them back for anytime… Seriously though, Del’s presentation was an insightful look at the industry. I am happy to be able to report it was more of a review than a revelation. Turns out our professors do know their stuff!
One point he made that really caught my attention, however, was the following: “MOMENTUM is the goal. There are no knockout punches.” As we’re putting together portfolios, it’s so easy to get stuck on one-offs or get soattachedyouhavefalseconfidence that one element of a campaign is going to solve the whole problem. In today’s atmosphere though, it’s simply not enough. People’s media consumption is so broad that one execution in one medium hardly makes a wave.
CP+B has set an excellent example (what else is new…) of creating momentum around their clients’ brands. The example Del gave us was the BK King. What struck me was how naturally everything snowballed. From TV spots to paparazzi shots to video games to selling actual masks–talk about MOMENTUM. I think a truly great idea creates its own momentum.
But then we have another problem: how in the world does “momentum” show up in a portfolio?? It’s obvious that print is the most book-friendly execution, but where does it really get you? Del’s answer to the question was to make sure we think in every media, most especially (for Crispin hopefuls) in the digital space. Del’s advice was to not be afraid of putting descriptions in our book. A simple mock up with a two sentence description is not a portfolio taboo. And if someone can’t get it in 2-3 sentences, it’s likely that your target audience won’t either.
So once again a giant, blaring thank you to CP+B for letting us have time with two very inspiring people. We’re excited to be fellow employees.