Ad Legend Alex Bogusky Partners With Fusion: The Complicated Backstory

The man who once fronted for Burger King and Coca-Cola will now spearhead the social impact engine for the new millennial media company.

Alex Bogusky, the ad world's agile master of reinvention, has now paired up with new media outfit, Fusion, which itself hopes to reinvent media. Fearless, as Bogusky and Fusion's "full-service social impact agency platform" is called, will work with companies, foundations, and nonprofits looking to court Fusion's millennial audience through socially minded campaigns that span TV, digital, and social. The agency will execute everything from concept to media planning to measurement.

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