In a significant move, Stagwell’s CPB (formerly Crispin Porter + Bogusky) undergoes a leadership overhaul and rebrands itself as Crispin.
Maggie Malek, the former CEO of Houston-based agency MMI, steps into the role of North America CEO, succeeding Brad Simms. Simms, who previously held the global CEO post, has transitioned his focus to Stagwell sibling agency Gale.
Joining Malek is Steve Denekas, who assumes the position of North American chief creative officer. Denekas arrives from BASIC/DEPT, where he served as CCO and global senior VP. Together, Malek and Denekas will spearhead Crispin’s North American operations, overseeing approximately 150 employees spread across offices in Los Angeles, Houston, New York, and other locations.
REELated:
The rebranding of CPB to Crispin marks a strategic return to the agency’s 1965 roots, aligning with its original name and signaling a renewed emphasis on inclusivity and creativity. Last year’s merger with MMI, Vitro, and Observatory consolidated diverse specialties and talents, enabling a unified approach to client service and creative output.
Under Malek’s leadership, Crispin has implemented progressive policies, including paid parental leave, fertility treatment coverage, and mental health support. Additionally, the agency has forged partnerships to support veterans through programs like VetsinTech.
The transition underscores Crispin’s commitment to innovation and client service in the advertising landscape, leveraging an expanded leadership team and renewed focus on creativity and inclusivity to drive forward in the industry.
Reel 360 News wishes Maggie and Steve all the best in this new chapter for the agency. This news was first reported by Ad Age.
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