Mirren Conference: Breaking the Rules of New Business, Alex Bogusky (Crispin Porter + Bogusky)
-
Upload
mirren-business-development -
Category
Business
-
view
14.074 -
download
0
description
Transcript of Mirren Conference: Breaking the Rules of New Business, Alex Bogusky (Crispin Porter + Bogusky)
![Page 1: Mirren Conference: Breaking the Rules of New Business, Alex Bogusky (Crispin Porter + Bogusky)](https://reader034.fdocuments.us/reader034/viewer/2022051513/54566426b1af9fc15d8b4572/html5/thumbnails/1.jpg)
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.
![Page 2: Mirren Conference: Breaking the Rules of New Business, Alex Bogusky (Crispin Porter + Bogusky)](https://reader034.fdocuments.us/reader034/viewer/2022051513/54566426b1af9fc15d8b4572/html5/thumbnails/2.jpg)
I’ve been working in marketing for 28 years.
Most of that time at Crispin Porter + Bogusky.
![Page 3: Mirren Conference: Breaking the Rules of New Business, Alex Bogusky (Crispin Porter + Bogusky)](https://reader034.fdocuments.us/reader034/viewer/2022051513/54566426b1af9fc15d8b4572/html5/thumbnails/3.jpg)
I shared a small space with 15 other people in 1988.
We now have more than a thousand lunatics in the asylum.
![Page 4: Mirren Conference: Breaking the Rules of New Business, Alex Bogusky (Crispin Porter + Bogusky)](https://reader034.fdocuments.us/reader034/viewer/2022051513/54566426b1af9fc15d8b4572/html5/thumbnails/4.jpg)
“Alex Bogusky and Crispin Porter + Bogusky is
everything that is wrong with advertising.”
-Adage
![Page 5: Mirren Conference: Breaking the Rules of New Business, Alex Bogusky (Crispin Porter + Bogusky)](https://reader034.fdocuments.us/reader034/viewer/2022051513/54566426b1af9fc15d8b4572/html5/thumbnails/5.jpg)
Somewhere along the way, we got pretty good at new business.
In fact, we have never lost a new business pitch in our history.
![Page 6: Mirren Conference: Breaking the Rules of New Business, Alex Bogusky (Crispin Porter + Bogusky)](https://reader034.fdocuments.us/reader034/viewer/2022051513/54566426b1af9fc15d8b4572/html5/thumbnails/6.jpg)
Eventually, we got clients without a review.
![Page 7: Mirren Conference: Breaking the Rules of New Business, Alex Bogusky (Crispin Porter + Bogusky)](https://reader034.fdocuments.us/reader034/viewer/2022051513/54566426b1af9fc15d8b4572/html5/thumbnails/7.jpg)
I will tell you the secret. We cheated.
![Page 8: Mirren Conference: Breaking the Rules of New Business, Alex Bogusky (Crispin Porter + Bogusky)](https://reader034.fdocuments.us/reader034/viewer/2022051513/54566426b1af9fc15d8b4572/html5/thumbnails/8.jpg)
Cheating.
They teach us our whole lives not to do it.
![Page 9: Mirren Conference: Breaking the Rules of New Business, Alex Bogusky (Crispin Porter + Bogusky)](https://reader034.fdocuments.us/reader034/viewer/2022051513/54566426b1af9fc15d8b4572/html5/thumbnails/9.jpg)
But who made the rules? Why don’t they
want you to cheat?
![Page 10: Mirren Conference: Breaking the Rules of New Business, Alex Bogusky (Crispin Porter + Bogusky)](https://reader034.fdocuments.us/reader034/viewer/2022051513/54566426b1af9fc15d8b4572/html5/thumbnails/10.jpg)
Cheating is merely breaking the rules that the
previous generation has set to protect their wealth.
![Page 11: Mirren Conference: Breaking the Rules of New Business, Alex Bogusky (Crispin Porter + Bogusky)](https://reader034.fdocuments.us/reader034/viewer/2022051513/54566426b1af9fc15d8b4572/html5/thumbnails/11.jpg)
Finally, IBM says the next five years will see more change
than the last 50.
![Page 12: Mirren Conference: Breaking the Rules of New Business, Alex Bogusky (Crispin Porter + Bogusky)](https://reader034.fdocuments.us/reader034/viewer/2022051513/54566426b1af9fc15d8b4572/html5/thumbnails/12.jpg)
Now you’re probably ready to start cheating.
![Page 13: Mirren Conference: Breaking the Rules of New Business, Alex Bogusky (Crispin Porter + Bogusky)](https://reader034.fdocuments.us/reader034/viewer/2022051513/54566426b1af9fc15d8b4572/html5/thumbnails/13.jpg)
So what are the rules to cheating?
![Page 14: Mirren Conference: Breaking the Rules of New Business, Alex Bogusky (Crispin Porter + Bogusky)](https://reader034.fdocuments.us/reader034/viewer/2022051513/54566426b1af9fc15d8b4572/html5/thumbnails/14.jpg)
1. Identify the rules.
![Page 15: Mirren Conference: Breaking the Rules of New Business, Alex Bogusky (Crispin Porter + Bogusky)](https://reader034.fdocuments.us/reader034/viewer/2022051513/54566426b1af9fc15d8b4572/html5/thumbnails/15.jpg)
2. Break every single one.
![Page 16: Mirren Conference: Breaking the Rules of New Business, Alex Bogusky (Crispin Porter + Bogusky)](https://reader034.fdocuments.us/reader034/viewer/2022051513/54566426b1af9fc15d8b4572/html5/thumbnails/16.jpg)
This sounds simple, but it isn’t easy.
![Page 17: Mirren Conference: Breaking the Rules of New Business, Alex Bogusky (Crispin Porter + Bogusky)](https://reader034.fdocuments.us/reader034/viewer/2022051513/54566426b1af9fc15d8b4572/html5/thumbnails/17.jpg)
Brand Building (the old rules)
Consistency
Endorsement
Investment as currency
Announcement
Advertising
News in the pipeline
Retail is the opposite of branding
The medium dictates the ideas
Brand Momentum (the new rules)
Surprise
Cultural relevance and buzz
Ideas as currency
Conversation
Advertising and publicity
News IS the pipeline
Retail IS branding
Ideas find a medium
![Page 18: Mirren Conference: Breaking the Rules of New Business, Alex Bogusky (Crispin Porter + Bogusky)](https://reader034.fdocuments.us/reader034/viewer/2022051513/54566426b1af9fc15d8b4572/html5/thumbnails/18.jpg)
There are two kinds of rules: The rules of marketing.
And the rules of engagement.
![Page 19: Mirren Conference: Breaking the Rules of New Business, Alex Bogusky (Crispin Porter + Bogusky)](https://reader034.fdocuments.us/reader034/viewer/2022051513/54566426b1af9fc15d8b4572/html5/thumbnails/19.jpg)
Random list of rules: Work with consultants
Media neutrality Social media
Great content matters Brands are stories
Learn from your mistakes Growth is good
![Page 20: Mirren Conference: Breaking the Rules of New Business, Alex Bogusky (Crispin Porter + Bogusky)](https://reader034.fdocuments.us/reader034/viewer/2022051513/54566426b1af9fc15d8b4572/html5/thumbnails/20.jpg)
When is the most impactful time to think about new business?
![Page 21: Mirren Conference: Breaking the Rules of New Business, Alex Bogusky (Crispin Porter + Bogusky)](https://reader034.fdocuments.us/reader034/viewer/2022051513/54566426b1af9fc15d8b4572/html5/thumbnails/21.jpg)
![Page 22: Mirren Conference: Breaking the Rules of New Business, Alex Bogusky (Crispin Porter + Bogusky)](https://reader034.fdocuments.us/reader034/viewer/2022051513/54566426b1af9fc15d8b4572/html5/thumbnails/22.jpg)
![Page 23: Mirren Conference: Breaking the Rules of New Business, Alex Bogusky (Crispin Porter + Bogusky)](https://reader034.fdocuments.us/reader034/viewer/2022051513/54566426b1af9fc15d8b4572/html5/thumbnails/23.jpg)
Shimano cycling YOUTH MARKETING truth BUILDING A BRAND FROM SCRATCH MINI MEDIA NEUTRAL Burger King HUGE BRAND TURNAROUND Volkswagen TOTAL DIGITAL INTEGRATION B-cycle
![Page 24: Mirren Conference: Breaking the Rules of New Business, Alex Bogusky (Crispin Porter + Bogusky)](https://reader034.fdocuments.us/reader034/viewer/2022051513/54566426b1af9fc15d8b4572/html5/thumbnails/24.jpg)
BUILDING NEW ENTERPRISES
![Page 25: Mirren Conference: Breaking the Rules of New Business, Alex Bogusky (Crispin Porter + Bogusky)](https://reader034.fdocuments.us/reader034/viewer/2022051513/54566426b1af9fc15d8b4572/html5/thumbnails/25.jpg)
How will you break the rules around new client opportunity?
What’s your filter?
![Page 26: Mirren Conference: Breaking the Rules of New Business, Alex Bogusky (Crispin Porter + Bogusky)](https://reader034.fdocuments.us/reader034/viewer/2022051513/54566426b1af9fc15d8b4572/html5/thumbnails/26.jpg)
All of you will learn a lot here, but not all of you will be equally
successful. Why?
![Page 27: Mirren Conference: Breaking the Rules of New Business, Alex Bogusky (Crispin Porter + Bogusky)](https://reader034.fdocuments.us/reader034/viewer/2022051513/54566426b1af9fc15d8b4572/html5/thumbnails/27.jpg)
Happy Cheating