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Latest book by Alex Bogusky gets roasted
Not everyone in the media is grooving on Alex Bogusky. The creative chief at Crispin Porter + Bogusky, who was likened to Our Lord just 18 months ago in Fast Company, has, along with now ex-colleague John Winsor, produced a load of tripe with his new book, Baked In: Creating Products and Businesses That Market Themselves. At least, that's according to a Los Angeles Times reviewer. Dan Neil performs a good old-fashioned evisceration of the book, shredding its premise as obvious, its tone as clichéd and arrogant and its conclusions as wrong, or at least impractical. Bogusky (who previously wrote The 9-Inch Diet, which advocated losing weight by eating off smaller plates) finds himself chuckling and giving a hat tip to the LAT for its use of "half-baked" in the headline of the Baked In review. Neil even looks down his nose at the book's literal thinness, noting it is a mere 150 pages of large type. Thank God he never got a hold of a Kevin Roberts book. —Posted by Brian Morrissey |
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November 3, 2009 in Crispin Porter, Morrissey | Permalink |
Comments
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Flamebroiled.
Posted by: The KIng | Nov 3, 2009 2:04:34 PM
The media, including this site and its parent, has always given CP+B a free pass. Rarely challenging their sophomoric approach to solving business problems.
Only clients and external industry personnel have been straight about this agency. Dan Neil should be applauded for this honest review. It's refreshing to see the honesty.
Now, I expect the media to start reacting honestly to the disgusting new practice of cloud creative. John Winsor, Bogusky's co-author, is leading the charge into that intellectual property rip-off.
Stop creative cloud sourcing now or it will further destroy the industry later.
Posted by: Like Totally | Nov 3, 2009 3:49:48 PM
Typical agency wanker - of which there are more here:
http://iamtheclient.blogspot.com/2009/11/agency-characters-no-2-account-director.html
Posted by: Dave Knockles | Nov 3, 2009 3:53:31 PM
does this shock anyone? ad guys should generally avoid writing books because the plain fact is most of them are pretty bad at long form.
Posted by: hal incandenza | Nov 3, 2009 3:58:50 PM
why do you link to everything but the article?
http://www.latimes.com/business/la-fi-ct-neil3-2009nov03,0,203406.column
Posted by: Orin Incandenza | Nov 3, 2009 4:40:31 PM
Wow. That's not embarrassing or anything.
Posted by: sioux city cars | Nov 3, 2009 6:01:47 PM
Great critique and spot on.
We all know Alex is extremely talented, but this book fails to deliver and is just hot air. In line with most of the blogs and books that have sprung up recently touting innovation and "2.0" advertising.
The only difference is at least Bogusky has some chops to have a right to say anything vs. the wankers who blog and link all day who have nothing to show of their own.
Posted by: Emporerhasnoclothes | Nov 4, 2009 9:56:47 AM
Orin, there's a link to the review from the phrase "produced a load of tripe."
Posted by: Brian M. | Nov 4, 2009 11:49:38 AM
Whining about the rise of creative cloudsourcing makes you look insecure. It will go away all on its own, I can assure you... right before it's replaced by another shiny tech-based distraction.
Posted by: Boobies | Nov 5, 2009 12:17:47 PM
CP+B has jumped the shark.
Posted by: Neil's correct | Nov 5, 2009 2:28:49 PM
