EmployeeHandbook.pdf

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Employee Handbook
Crispin Porter
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Bogusky
Welcome
WELCOME TO YOUR FIRST DAY AT
CRISPIN PORTER
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BOGUSKY.
We hope that your time here will be everything you ever hoped for. For some, this will
become home. For others, it will be a step along the way to something else. Most of
you will love it. Some of you will hate it. But few will forget it. This place has a way of
burrowing inside your skin and taking up residence there. But one thing is for sure.
If you stick around for any length of time, you will be convinced that the denizens of
our hallways know more about creating advertising than just about anybody.
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BOGUSKY EMPLOYEE HANDBOOK
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BOGUSKY EMPLOYEE HANDBOOK
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WHAT IS ADVERTISING?
When most people think of advertising they think of magazine ads, television
commercials and billboards. We think it’s anything that makes our clients famous.
That is our job. And we make creative content that makes that happen. Then we
think of ways to distribute that creative content. It might be through an online film,
an event on the street, a book or something we can’t even imagine yet.
Every person here and every client we have needs to be aware that while traditional
media advertising is important and will get done, what’s arguably more important
is the stuff that orbits around the traditional stuff. Like the message on the company
voice mail. The T-shirt we mail to every employee. The idea for a great new product.
The bumper sticker every customer gets handed to them on a certain day. The
cool new website flashpage.The letter to every member of Congress petitioning
for a new national holiday. This is how brands are built now.
To us, it’s all advertising. So now when you read the term “advertising” in this
handbook, you know what we mean.
This is an ad
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BOGUSKY EMPLOYEE HANDBOOK
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BOGUSKY EMPLOYEE HANDBOOK
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THE SECRET TO GOOD WORK.
Most advertising agencies are different. But we’re different than most. We have
a strong culture that we all are very proud and protective of. It is the reason why
it’s easier to do great work here than at the majority of other ad agencies. Doing
great advertising is not complicated. In fact, it’s simple. Extremely hard and
time-consuming, but simple. The hard part is removing the complications and
obstacles that get in the way. We do everything we can to minimize the things
that block the creation of great advertising, but the reality is, there will be many
days when advertising feels like a hard punch in the gut. It takes a special person
to succeed here, one who has a passion, confidence and work ethic to believe
in their ability to come up with more great ideas if and when their original great
idea dies. And ideas do die here. On every account. In every department. Great,
groundbreaking ideas die horribly sad deaths. But what makes us better than
most is our ability to go back to the well and come up with more, better and
even greater ideas. There. Now you know our secret. Go ahead and tell everyone
you know. Because the fact is, most agencies and companies are not willing to
expend the effort it takes to be great. They look for shortcuts when there are no
shortcuts. People who understand this and have the aforementioned passion,
confidence and work ethic tend to have very successful careers here.
WE ASK THAT YOU DON’T:
Throw sand.
Be selfish.
Disparage others.
Talk shit.
Duck responsibility.
Play the busy card.
Leave others hanging.
Make excuses.
Disappear.
Make promises you don’t keep.
Say it can’t be done.
JUMPING ON HAND GRENADES.
There is usually a fairly large portion of work on each and every plate here.
Getting all that work done in the time allotted can sometimes be a challenge,
but our unwritten policy has always been to drop whatever we’re doing when
somebody needs our help. Maybe they will come right out and ask for help.
Or maybe you just notice that something isn’t getting done so you pitch in
until it is done. The reason we do this is simple. The person you help today
may be the person you need help from on that fateful day when a hand
grenade rolls into your office.
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HENRY FORD DID NOT INVENT THE
MODERN ADVERTISING AGENCY.
We are a factory. A factory that makes marketing products. No matter what
department you are in, you are in the business of making these products. Although
there are aspects of service in everything we do for our clients, we don’t think of
this as a service business. Some advertising agencies, perhaps even one you’ve
worked for, do describe it that way. And maybe that’s why they are so willing to
create faulty advertising if that’s what their client wants. We call that malicious
obedience. Our dedication to creating a strong product has to be even stronger
than most manufacturing companies. People who work at car companies know
that the car they will build today will be exactly like the car they built yesterday.
That’s not the case with us. What we did yesterday has no bearing on what we’ll do
today. Some days we’re pretty good. Other days, we’re an unstoppable force. The
trick is to string together more of the latter. To be successful, we have to approach
every single day like it will be our defining moment. Because that is the reality.
The Factory
WE DO STUFF.
We don’t talk about it, or have a meeting about it, or e-mail each other about it if
we’re not going to do it. Brilliant thinking not executed is literally worthless. No
amount of PowerPoint presentations can substitute for work not done. People
who do things are the people who change the world. You are in the game here.
There are no sidelines.
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