The King Is Dead; Long Live The King.

“Nature abhors a vacuum” is a belief I firmly stand behind. And although it is attributed to many sources, including Francois Rabelas, I still remember it coming from the wisest man of all. Namely, Mr. Spock in Star Trek 6 – The Undiscovered Country.

If you haven’t already figured out where this is going, then let me clarify it with all the grace of a blunt chainsaw. Alex Bogusky, the most famous man in advertising today, has stepped down from both MDC Partners and Crispin, Porter and Bogusky. Where does this leave us? Are we doomed? Is this the end for CP+B?

Well, let’s go back to that first quote for a second. The meaning of it is simple – if an important person or agency abandons their 'role,' another soon takes its place. And this is as apt to advertising as anything else on the planet.

In 1960, Bernbach changed the face of advertising forever when he introduced the creative team. In case you haven’t noticed, Bernbach has been dead quite some time. Almost 30 years, in fact.

In 1962, Ogilvy published “Confessions of an Advertising Man.” Guess what? He’s been worm food since 1999.

Saatchi & Saatchi was founded in 1970. They were the kings of advertising in the Eighties. Then Charles and Maurice were kicked out of their own agency in 1995 (only to bounce back later with M&C Saatchi). But does the name Saatchi carry the same weight as it did back in the day? Nope. That ship has sailed.

Interestingly enough, in 1995 TBWA merged with Chiat\Day, who have since become a powerhouse of creativity.

Around 1982, Denver’s own McClain Finlon (back then it was called Kuper Advertising) was formed. In 2008, it sank like a stone, just like Thomas & Perkins had a few years before. BBH was also formed in 1982, with John Hegarty at the helm (and as much of a god as Bogusky ever was). In 2009, BBH laid off 10% of their staff.

In 1987, Cliff Freeman & Partners was founded. For years, the agency represented everything that was good about advertising. Last year, Cliff Freeman collapsed. Oh, and Howell Henry Chaldecott & Lury was also formed in ’87, becoming one of the most talked about ad agencies in the world. They died in 2007 (but many of their philosophies live on through Mother and CP+B, who have certainly been “inspired” by the work of HHCL).

And in 1989 a snotty, young kid with some serious connections joined Crispin and Porter Advertising. Five years later, Alex Bogusky became Creative Director of that agency, and was made partner in 1997. The rest is history, and now, Alex is history.

After two decades of some good work, some amazing work, and let’s be honest, some sketchy work, Bogusky has left the ad world to relax, spend his millions and basically try and recoup some of the soul he sold to advertising. You can’t go selling burgers to kids using cartoons without it leaving a scar on you conscience.

When the news hit last week, it seemed as though the ad world went into some kind of collective shock, mirroring the death of Princess Diana or Michael Jackson. Personally, I’ll be sad to see him go, as he’s an icon in an industry that has very few. But, people, he’s going to be replaced, most likely by someone bigger and better.

Who that person will be, I have no idea. I could make a guess, but I doubt anyone would have set their sights on Bogusky back in 1989. Maybe the next big ad guru is in college right now giving the professors some serious shit. Maybe it’s someone cutting their teeth in a cruddy shop in the mid-west. Maybe he is a she. Or a they.

But what I can tell you all, with complete certainty, is that Bogusky will not leave a gaping hole in the ad industry. He will be missed, for a while, and then a brighter star will replace him. Indeed, people working at CP+B admitted to me that Alex has had little to do with the work for a while now. He was a figurehead for at least the last year, probably more, who was brought in to the important meetings to help sell big work to big clients.

Alex is gone. The king is dead. But it’s just a matter of time before we’re placing that heavy crown on someone else’s head.

Long live the king.

Felix Unger is a site contributor, ranter and curmudgeon for The Denver Egotist. He's been in the ad game a long time, but he's still young enough to know he doesn't know everything. He'll give his opinion, you can take it or leave it. If he uses the f-bomb from time-to-time, forgive him. Sometimes, when you're ranting, no other word will do. In his spare time, he does not torture small animals. He has been known, on occasion, to drink alcohol by the gallon. Do as he says, not as he does.