By Lindsey Lanpher

If you pick up Hoopla, the new book about advertising agency Crispin Porter Bogusky, one of the first things it will do is accuse you of being a mutant. And that’s the good news.

Because in an age of saturated, ever evolving media, where people chuck the norm in search of new ways to connect with their audience, “mutants actually kind of rule.” They are people who adapt to change in fresh and interesting ways. They understand the concept of “survival of the fastest.” They are people who create and devour “Hoopla” which is the name CP+B has given for what they do. It’s a combination of seven elements – mutation, invention, candor, mischief, connection, pragmatism, and momentum. And if mixed correctly, they will inspire people to take action and create a cultural phenomenon.

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