Crispin Porter + Bogusky Proves That BS Didn't Help BK Sell More Stuff.

We're absolutely convinced at Atomic Ideas that bullshitting consumers won't help our clients sell more stuff. Not surprising since our overarching raison d'etre is to take the BS out of brand strategy.

The problem is, many advertisers still think that bullshit will help them move the needle. Case in point, Burger King and their advertising agency Crispin Porter + Bogusky, the latest victim of BK's marketing malaise.

Yes indeed, they're getting dumped by Burger King (oh, and Groupon just dumped them too after another self-indulgent fiasco). But from the agency world perspective, many of us wish we could be just like CP+B. But honestly, why? Here is an agency that arguably does more to publicize and advance its own agenda through its strategic and creative executions than it does for its clients. If everything you do is designed to gain attention for yourself as much as for your clients, maybe there's a problem. Of course, we are also aware of the fact that even CP+B may have caved to the clients demands. After all, 300 million is an awful lot of momey no matter how big an agency you are.

For seven years, CP+B garnered recognition, awards and peer accolades, and also much criticism for its Burger King work... from "Subservient Chicken" to sometimes bizarre and creepy "King" commercials to "Whopper Sacrifice". The problem is, that apart from an initial boost in sales, Crispin basically failed to help BK sell more stuff in the long run... much like their predecessors. Burger King is famously famous for switching agencies when nothing goes their way. 

To quote Ad Age:

"Before Crispin Porter + Bogusky, Burger King went through creative agencies like shit through a goose."

In our humble opinion, BK is as much to blame as its agencies. Burger King is a company that simultaneously dropped its "flame broiled" and "have it your way" differentiation in favor of... well, what? A guy in a mask? Most guys with masks are either terrorists or bank robbers. And if you can't have it your way at BK, well you definitely can't have it your way anyplace else. So what's the difference?

There is no question that "Have It Your Way" must have presented some difficult operational issues for Burger King. On the other hand, if they would have spent as much money figuring out how to make it work for their operators and franchisees as they did on the inane, useless advertising they have put into the marketplace over the past decade and more, they may have actualy gained market share against McDonald's and other competititors.

From our perspective, the real reason BK has gone through so many agencies is partly their fault. The idea that advertising can solve all a company's problems is completely fallacious. It's an excuse to cover up poor management, poor vision and a general misunderstanding of what consumers want and desire from a brand. On the other hand, Crispin's desire to make a splash for their own brand certainly didn't help them solve BK's business problems.

Most of what Crispin put out for BK was entertaining, sometimes bizzare, buzz-building bullshit, and it didn't work. Obviously, their client bought into it (and probably even asked for it). But at the end of the day, numbers show it did not communicate marketable truths about the product that would move the needle for the brand and help them sell more stuff. Both Crispin Porter + Bogusky and BK got a lot of attention, but for what? Alex Bogusky quit, and now BK quit them. Quit Pro Quo.

So now BK is looking for a new agency... again. Unless BK actually owns up to the fact that they (and maybe their products, management and operational isues) are a big part of the problem, rather than the agencies they hire on a regular basis, they will once again be pissing in the wind.

Hey BK, Atomic Ideas may be small, but we say what we think and we won't bullshit you or your consumers. Besides, we're fairly sure we would be a hell of a lot cheaper than all those big boys that have so far failed you.  Give us a call if you're looking to actually sell some real Whoppers! 

 

CREDIT: Thanks to animateit.net for the Bovine Excrement meter!

Comments

[steeb]

Good points Russ. Though I have to admit, I did occasionally get a laugh out of some of the Burger King spots from Crispin Porter, kind-of-a "it's so creepy it's good" effect. But it didn't improve my perception of Burger King. I generally don't like fast food, whether it's flame-broiled or microwaved.

[Name Withheld]

I agree they pegged the BS meter. But operationally, they need to step up, too. If Burger King would stop making their "flame grilled" burgers way ahead of time and microwaving them when I come in (lettuce, pickle, bun and all), then maybe they would have more repeat customers!!!