TUE MAR 23 04

		Bogusky Rocks. Having landed the $340 million Burger King account, Alex Bogusky should be really, really happy. And he certainly is. But here's what he says about it in a USA Today article by Bruce Horovitz: "When I didn't have Burger King I was happy. If I don't have it someday, I'll be happy." That was right after he said this: "If I got into a situation where I didn't enjoy working with Burger King, I'd make a change." Whoa. Alex' partner, ceo Jeff Hicks is perhaps even more direct about it: "Our most important job is to protect the culture of this place. We won't take on clients who won't treat us well." Amen. These guys say what they mean and mean what they say. Their agency, Crispin Porter + Bogusky, "recent turned down a $100 million offer from a retailer that executives felt didn't fit the agency's culture." Housed "in a converted multiplex theater, with the feeling of exhibition still in the air," Miami-based CP+B, www.cpbmiami.com, is without a doubt the "it" ad agency of the day. They achieved that status, apparently, by back-burnering the big thing that made advertising great (that would be television) and focusing on the little things that have a way of connecting with consumers. Things like leaving mints on the seats of new Mini Coopers, and placing Night Night Virgin Airways books "on business-class sleeper seats." In many ways, CP+B has brought a big-idea attitudinal sensibility of advertising to the small-idea behavioral realm of promotion marketing. Someone was bound to do it eventually - maybe not a surprise that it is this formerly obscure and previously small ad agency that's a JetBlue flight away from advertising's traditional epicenter. For Burger King, CP+B "plans to revive the 'Have It Your Way Slogan' and play it out at any number of consumer touchpoints. Even the doors at all 7,778 Burger King restaurants would be retrofitted to open either by pushing or pulling -- so customers can have it their way -- that is, if CP+B has it their way. Such is not always the case, though. Ikea rejected an idea to place some of its furniture in a train station -- without getting permission first. Ikea decided that was too dangerous. Virgin Airways nixed an idea to fly their planes 1,000 higher to pay off the slogan, "We fly higher," because the fuel costs would also be too high. Of course, CP+B still does TV commercials -- such as the one for Ikea featuring an abandoned lamp that won the top prize at Cannes last year. However, as Alex Bogusky says: "The future of advertising is that it doesn't exist." Ooh-wee. Tim Manners, editor