Apparently I'm an idiot

Ahem, I'd like to introduce Sunni Thompson, a new writer on this site. I once hired Sunni and quickly learned that I got far more than I bargained for, as did everyone who sat near her.

We'll get a bio up for Sunni soon. But suffice it to say Sunni has a strong opinion about most everything. Infact she often has enough other opinions rattling around her head to speak up for anyone who doesn't. So you can count her being a lively addition to AOD.

To start things off Sunni decided to knock me around for daring to say Crispin Porter+Bogusky sucks.

I just know I'm going to regret this.

Todd c

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[by Sunni] Hi, I'm Sunni, and I like to argue with Todd.

(I should probably call him out on his inflammatory subhead -- and argue that he does not, in fact, dislike CP+B, he's just playing for a reaction. But I'm tired, and I'm willing to react.... So here goes:)

I totally disagree with Todd's assessment of CP+B's "too cool for you" style. While I'm not going to put them on a pedestal, I do think the agency manages to craft timely messages that do not pander to the lowest common denominator. The Subservient Chicken is notable as the first best example of a viral campaign -- and as proof of the agency's ability to activate risky concepts.

Did it sell more Whoppers? We'll never know. But I'd argue that it doesn't matter -- it raised the bar for originality, and forced (and continues to force) other agencies to think creatively, leading the way for other viral campaigns that were perhaps more successful in moving product.

What strikes me most about CP+B is their ability to "get" the cynical and tricky world of viral marketing. Where so many companies fail miserably (and embarrassingly), they seem to navigate with ease. For instance, the recent proliferation of the "Um-pimp Your Ride" VW commercials on YouTube. These commercials are a perfect fit for the YouTube audience, and have garnered millions of hits. But they were not made strictly for YouTube.

Is it just good luck that they've done so well online? Definitely not -- you don't stumble upon a formula that works with so many varied audiences...

It will be interesting to watch what happens to CP+B now that they've been on the cover of BusinessWeek. Will their work have the same impact if my dad knows just as much about them (the company or the ads) as I do? At some point, the elitest ad-types will move on to the next big thing, some new company that is stealthily creating groundbreaking work... And then BusinessWeek will out them, as well.

Comments

[Marlene]

I can tell anyone and everyone that when you get the two of these together on a topic they are both passionate about: grab the popcorn and get ready for a GOOOOOD debate. These two are not only entertaining, but brilliant. Behind all of that passionate banter are two people that are too smart for the rest of us;) Love the pic, Sunni!

[Todd Copilevitz]

Oookay, so let's see if I can seize on the crux of Sunni's argument. CP+B may indeed suck, but they suck less than tradition-bound brand agencies, and for that they should be heralded.

It DOES matter if they sold more burgers. Indeed, their ads for VW that tout safety are moving people into the dealerships. (So maybe there is some hope.)

If ad agencies don't seize upon insights of what motivates consumers then we're just wasting our client's money and the customer's time.

[Ann Handley]

I'm with ya, Marlene...the format here is great. Looking forward to more Todd/Sunni debates; just stay away from sharp objects you two, 'k?

And Todd -- the classic SNL graphic is *perfect*.

[theo kie]

You have got to be kidding me. It doesn't matter if advertising sells something? There is no more wrong-headed and inane a thing to say in the advertising business.

Clients don't pay so we'll challenge each other to be more original. They pay us to sell their products. Period. If being "creative" helps do this, that's the best case scenario we all want to see.

Do you also believe it doesn't matter if the VW viral work helped sell cars?

What a bunch of tripe. Even in a world of viral marketing, blogs and such, clients expect results. Sales results.

[sunni]

I am fully aware that connecting advertising directly to sales makes the world go 'round. My argument was purely retrospect: Tracking viral marketing directly to sales is like trying to hold water in your hands. But some day the industry will have an accurate system in place. And it will be because trend and demand has necessitated it. Demand that CP&B created.

Someone had to go first, folks.