Alex Bogusky
Co-Chair/Creative Director
Crispin Porter + Bogusky
Miami, USA

In 1987, Alex started at Crispin & Porter as an Art Director. At the time, he was 24. Five years later, Alex was promoted to Creative Director. Back then, CP+B was a hot local agency doing a lot of interesting local work. Today, they have offices in Miami and Los Angeles, and clients from coast to coast.

Under Alex's creative direction, the agency has won over three hundred and fifty creative awards including One Show, Communication Arts and Cannes Lions and been named one of the fifteen best creative agencies in the United States by the American Association of Advertising Agencies by being nominated for the John O'Toole Award for nine of the past twelve years. In 2000, CP+B won the O'Toole Award for their public service work for the State of Florida. In the past two years, the agency has been named Advertising Age's Creativity Magazine "Agency of the Year" as well as twice being named Adweek's "Agency of the Year" for the Southeast.

Alex has become a well-known figure in advertising, profiled in Lurzer's Archive, Communication Arts, Graphis, Adweek and Creativity. His work has been featured in The New York Times, The Wall Street Journal, USA Today, Newsweek, TIME, Adweek, Brandweek, Advertising Age and Creativity as well as on national television and radio. In 1997, Alex was chosen Adweek's "Southeast Creative All-Star".

In the last year, CP+B's client list has grown to include BMW's MINI line of automobiles, IKEA, Bacardi and Coca-Cola. But the real legacy of the agency, and of Alex Bogusky's work as a Creative Director, will probably always be the explosive success of the teen anti-smoking campaign, and of the brand that was created called 'truth'.

'Truth' began with an anti-smoking effort in Florida in 1997. It was targeted to teens and pre-teens. Many things had been tried around the world to curb teen smoking. Nothing was working. Teen smoking had been on a steady increase for 19 straight years. The "Just Say No" approach was failing miserably. Teens didn't want to be told what to do. Sending out a "Health Effects" message wasn't faring any better. In order to be heard, a brand would have to be created that was as cool as Marlboro and Camel. The result was 'truth'. This campaign never tells people what to do. It doesn't judge. It is simply a brand that gives them exactly what they need to make an educated decision.

Since its inception, teen smoking in the state has dropped by 47% among middle school students and 31% among high school students. The Florida 'truth' campaign is considered by experts to be the most effective social marketing effort in history.

In 1999 CP+B had the opportunity to take the campaign national when the American Legacy Foundation was formed. And 'truth'moved to a national stage. The national 'truth' campaign could well be on its way to surpassing the success of the Florida campaign.

In November of this year, Alex was inducted into the American Advertising Federation's Hall of Achievement.