Longtime ski industry champ Jake Bogoch has been hired by Leo Burnett Worldwide, an ad agency that is responsible for Tony the Tiger, Charlie the Tuna, the Marlboro Man, the Jolly Green Gian, and yes, the Pillsbury Doughboy.
Bogoch’s career as a writer and editor took him from sleeping in cars to sleeping among polar bears. It seems all greats in the ski industry begin their career sleeping in the rent-free combines of the automobile. Bogoch started out as an intern at Powder magazine living in his truck in the parking lot of the famous rag. He then went on to work for a heliskiing guide, before helping to luanch Canada’s SBC Skier magazine.
The counter-culture ski mag went from a circulation of zero to 60,000 in a short two years. The mag won numerous awards including two for stories that Bogoch wrote. One was about accidental heli skiing with the Georgian military who were hunting Al Qaeda on the mountainous border. A second award was for a story in Spitsbergen that involved sleeping inside a tent in some of the most populate polar bear country on earth.
Four years after SBC, Bogoch was hired at Skiing magazine as senior editor. Two years later he earned the top title of editor.
Now Bogoch arrives in Chicago for his new gig at Leo Brunett. There may not be any polar bears or Al Qaeda, but we’re sure Jake will willingly find some precarious situation in which to put himself.