Four Stagwell Agencies Combine to Form New Crispin Porter + Bogusky

Crispin Porter + Bogusky has gone through numerous changes over the past few years, from key account losses to leadership upheavals and becoming part of the Stagwell Media Network.

Now, in perhaps the biggest recent boost for the storied agency, four agencies within Stagwell are combining forces under the CP+B banner. MMI, Vitro and Observatory will come together as CP+B across North America, adding a collection of new capabilities to create an integrated powerhouse agency. 

According to Stagwell, the refreshed CP+B comes in response to the demands of modern marketers seeking simplicity, integration and breakthrough creativity. The trio of agencies enhances CP+B’s ability to deliver on those needs by adding paid and performance media and marketing, content and audience insight, and analytics. 

“For the past six months, we’ve been reviewing our portfolio of brands in response to the growing demand for integrated solutions that perform across creative, media and communications,” global CEO Brad Simms, who is also Gale CEO, said in a statement. “This move reclaims CP+B’s transformational DNA and integrates MMI’s media and performance marketing, Vitro’s boutique creative and Observatory’s branded entertainment capabilities.”

Under Simms’ leadership, CP+B has been on a growth trajectory since August 2022 with new client partners including Dropbox, Old Dominion Freight Line, Plackers and Nasonex, adding to its existing portfolio anchored by Buchanan’s Scotch Whisky. The new agency has more than 300 employees, bringing together media, creator and digital at scale as the agency looks to grow with an existing roster of brands including Amazon, Marriott, Procter & Gamble and 19 Crimes.

An agency that changed the game

Simms told Adweek that few agencies can claim to have changed the trajectory of the industry the way Crispin has done.

“Crispin fundamentally changed the way we thought about advertising by blending the lines of creative and media, and placing earned at the core of every idea. It was transformative then, and we believe with this move it will be transformative again,” said Simms.

One thing Simms has seen since taking the global CEO role in October is a big market demand for Crispin. He said the brand carries “incredible equity and awareness and is a magnet for both clients and talent, making it an important part of the Stagwell ecosystem.”

Maggie Malek, formerly the CEO of MMI, has been appointed president of North America, reporting to Simms. Malek has held a number of roles within MMI, leading the agency as CEO since 2019.

“CP+B earned a reputation as an industry disruptor with iconic campaigns that redefined what ‘creative’ looked like,” said Malek in a statement. “As the forces around us spark new technologies, channels and demand for integrated solutions, it’s invigorating to marry CP+B’s innovative creative spirit with complementary talent and capabilities across media, branded entertainment, content and creator marketing.”

Malek told Adweek that now is the first time in the past decade that there has been a significant investment in the infrastructure of Crispin that not only accelerates its growth but reclaims its prominence as one of the top creative shops.

“The Crispin network spans North America, London and Brazil, and we’ll continue to expand its footprint where we see opportunity,” added Malek.

Simms praised Malek’s ability to set a clear vision and drive it to fruition, along with caring for her people and a drive to deliver measurable impact and value for clients.

Rounding out the North American leadership team is Josh Braithwaite, chief creative officer for North America; Tom Sullivan, formerly CEO of Vitro and now chief growth officer for North America; Brendan Shields-Shimizu, formerly CEO of Observatory and now chief innovation officer for North America; and Laura Eder, formerly COO of MMI and now chief operating officer for North America.

At one time, CP+B was the creative agency leader, producing lauded work for clients including Mini, Domino’s, Hotels.com, Fruit of the Loom and Burger King, but has lost those key clients, most recently Hotels.com and Fruit of the Loom in 2021. When the agency came to Stagwell, the company committed to saving the agency and bringing it back to prominence, and this latest move appears to make good on that promise.

“CP+B is the original challenger brand and core to the fabric of Stagwell. I’ve said it before and will say it again: We believe in the CP+B brand, and with talented leaders like Brad and Maggie at the helm, I’m confident the future of CP+B is bright,” ​Stagwell chairman and CEO Mark Penn said in a statement.