Tag Archives: alex bogusky

The Modern Way to Recruit Top Agency Talent


growagencytalent_logoA funny thing happened when we launched Grow Agency Grow in January. Several agency clients thought I was getting out of the recruiting business after 28 years and 1,400 successful talent searches. Au contraire. Actually, we were busy preparing to revolutionize the agency recruiting model.

My partner at Grow Agency Grow, Ed Klein and I are pleased to announce the launch of our recruiting division: Grow Agency Talent on LinkedIn later this week.

We kept hearing that attracting top talent on all levels was more challenging than ever. Too many unqualified candidates. Not enough applicants. Mostly unemployed resumes. Black holes. Jobs left unfilled.

We heard the usual excuses:

  • “Millennials no longer want to work in advertising”
  • “The consultancies are changing the game”
  • “Creative talent is commoditized”


Through it all, I kept filling key roles at great creative agencies by continuing to build a network of top agency talent and posting the jobs on this site through “Palma Hot Jobs.” We are taking that proven model and putting it on steroids. And as a result, we will make it more cost-effective.

Grow Agency Talent is two things:

  1. A premium online job board connected to the largest agency talent database in the business
  2. An executive recruiting firm for critical and confidential talent searches. Headhunting, the modern way — with reasonable fees and guarantees.

We previewed the concept to a couple of my most trusted clients. We got some really nice feedback:

“When CP&B started to take off, attracting great talent was our most critical need and our main strategy to grow from a regional agency to a national firm. Palma was the lifeblood of our growth for 20+ years. It’s exciting to see him take his expertise online with Ed Klein.” — Alex Bogusky, Founding Partner CP+B

We’re excited to launch later this week. Stay tuned. Until then, jump on our new business videos at Grow Agency Grow.

Alex Bogusky on New Business

The first time I heard Alex Bogusky’s voice was in 1991. I was running Creative Search in Raleigh, NC — a creative headhunting firm specializing in recruiting talent for regional creative agencies.  He called me and declared that he wanted to build something special, an agency “that will ruin it for everyone” and that the only way for him to do it was to attract the “best rising talent” in the business (Alex referred to these relative unknowns as “mutts”) and he needed my help to do it. He was just named Creative Director of the fledgling shop with 18 employees in Miami and he was now empowered by Chuck Porter to act on this vision.

If I had a buck for every creative director who called me with this request, I could afford to spend the 4th of July in The Hamptons. But, there was something in this guy’s voice that was irresistible, like a force of nature. I bought it and devoted my commission-only time to help Alex build his agency. At first, it was a challenging sell. Hurricane Andrew hit Miami in ’92 and Tony Montana’s city was not exactly the creative epicenter of the country to begin with. Alex was undeterred. Hurricane Andrew forced Alex and Chuck to re-position the agency. They would get away from being a “South Florida shop”. They eschewed the typically lifeblood local accounts — tourism, real estate, hospitality. All that business was dead for the time being.

Instead, Alex pledged to follow his passion and chase smallish, but national outdoor enthusiast accounts, even if they were West Coast-based companies. He “lived” these brands (as did most of the staff at C&P). Creating great work for these outdoor brands enabled the agency to target hip, young demographic accounts — morphing eventually into the “kings of pop culture”. It was a 10 year ascension to the throne. The account trail went like this: Giro Helmets>Shimano>TRUTH>Mini>Burger King>Volkswagen>Microsoft. And along the way, I helped Alex recruit the best “mutts” in the country and moved them to the land of lox and bagels.

Alex recently delivered a keynote speech on new business at an Adweek-sponsored conference in New York City. The theme was “defying convention” and “breaking the rules”. I did not attend because I had a new business pitch, but I heard most of it before — from 1991 to 2001. Here are the YouTube videos of the keynote:

Bogusky Keynote Part 1

Bogusky Keynote Part 2

Bogusky Keynote Part 3

Bogusky Keynote Part 4

Bogusky Keynote Part 5

Bogusky Keynote Part 6