surprised that it came. For a while, Bogusky had become disengaged from the business. Then they had both collaborated on a light-hearted book called The 9-Inch Diet (2008). But Bogusky was moving well beyond that, to a deeper ideological disgust with the whole of the food supply chain. The storm finally broke when Chuck was at Cannes in June 2010. He started getting calls – from Miles Nadal of MDC, and from his clients. Only later was there a mail from Bogusky attaching a violent blog he’d written, asking Chuck what he thought about it. Chuck mailed him back and told him he had to decide: take this cause up and leave the agency – or stay. At 3.00 a.m. the call came: he resigned. Chuck has never evinced anything other than the total support he always showed him. He remains calm. Not “Minnesota calm”, but real calm. And who can imagine that it was an easy experience for him? Does Bogusky deserve that niche in the Hall of Fame? I like to think of it as another “and”. He’s somewhere there, unofficially. These two were joined at the hip, literally inseparable for years in anyone’s mental landscape of the business. But it was Porter who noticed Bogusky, who chose Bogusky, who enfranchised Bogusky, who enabled Bogusky, who protected Bogusky. No Bogusky, no Porter. But, even more so: no Porter, no Bogusky. “Crispin Porter + Bogusky at its best captured the opportunity of advertising in the digital age.” At the end of the day, Bogusky’s heart was never in advertising. I think that shows in some of the work, where deep brand sensitivity is sometimes not there. Fame without brand can be a dangerous thing. In retrospect, the “King” of his Burger King work does feel like that. He himself said: “My relationship with advertising was that I was not fond of it.” It can sometimes show. Crispin Porter + Bogusky at its best captured the opportunity of advertising in the digital age. It believed in the internet because, at the beginning, the internet was cheap. And then it started to become more serious. In Boulder, Chuck and Alex acquired Selective, a technology company. They were early understanders of the fact that if you want to protect the work you also have to understand the coding. But they attracted a different type of talent. Jeff Benjamin, for instance, had made websites at Goodby Silverstein. Chuck didn’t want to do websites. As he put it: “digital was just