Why did Alex Bogusky, the most celebrated adman of his era, turn his back on the business?

Wed, Aug 4, 2010

Bruce DeBoer, Editorials

Alex Bogusky

Mad Man – Business Week Article July 29:

On June 30, Alex Bogusky went for a bike ride in the hills outside Boulder, Colo., then made his way downtown to the century-old house-cum-studio he had renovated and dubbed FearLess Cottage. Once inside, he called Miles Nadal, his boss in Toronto, and resigned. Bogusky was 46. Adweek had named him creative director of the decade, and the agency he helped build, Crispin Porter + Bogusky, was bringing in more than a billion dollars in billings. He had a dream title of his own making, chief creative insurgent, and a salary close to $2 million.  [from the Business Week article Mad Man by Susan Berfield]

Update August 11, 2010:
There is an additional article on Alex’s move online at Fastcompany.com

Dear Alex,

I still regret having handed you the Lance Armstrong signed jersey his coach gave me during the 1998 “I Want To Die” campaign shoot, even though it was probably my best move at the time.  I’m pretty certain you, in turn, handed it to your friend and AD on the campaign Dave Swartz .  At least I have a copy of these ads signed by Lance , Greg Herbold, Ruthie Matthes, and Jurgen Beneke – nice consolation gift, thank you btw.

Seriously though – Thanks for the opportunities and we’re all looking forward to what’s next.

Best,

Bruce DeBoer

Check out FearLess QA

advertising

Comments are closed.

Tweeter button Facebook button Digg button
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