Enter Crispin Porter + Bogusky, the eccentric ad shop in Miami that’s known for using viral…

Enter
Crispin Porter + Bogusky, the eccentric ad shop in Miami that’s known for using
viral marketing and creating nutty characters like the Subservient Chicken for
Burger King Holdings Inc.’s ailing franchises. VW had been through three years
of coolly received ad efforts as it juggled a failed luxury sedan (the tony
Phaeton, priced at more than $75,000) and the $50,000 Touareg SUV, alongside $20,000
Golfs and Jettas. Former agency Arnold Worldwide, saddled with temporary VW ad
directors before marketing chief Kerri Martin arrived, struggled to make sense
of it all. A year ago, Martin got
»

Enter
Crispin Porter + Bogusky, the eccentric ad shop in Miami that’s known for using
viral marketing and creating nutty characters like the Subservient Chicken for
Burger King Holdings Inc.’s ailing franchises. VW had been through three years
of coolly received ad efforts as it juggled a failed luxury sedan (the tony
Phaeton, priced at more than $75,000) and the $50,000 Touareg SUV, alongside $20,000
Golfs and Jettas. Former agency Arnold Worldwide, saddled with temporary VW ad
directors before marketing chief Kerri Martin arrived, struggled to make sense
of it all. A year ago, Martin got the heady title of director of brand
innovation, having been the celebrated marketing whiz at MINI USA and
Harley-Davidson Inc. Crispin worked with her at MINI to create the kind of
B-school casestudy advertising excitement for which VW used to be known.

»

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