BOULDER, Colo. (BRAIN) — One of the industry's most brilliant and beloved characters, Gregg Bagni, has died following a snowboarding accident in the Selkirk Mountains of British Columbia, friends have confirmed to BRAIN.
Bagni is best known as the leader of marketing at Schwinn from 1993 to 2000, when he gave the legacy brand a new face following its bankruptcy and move from Chicago to Boulder. His best known stunt during that time was when he hired 100 Elvis impersonators to lead a parade down the Las Vegas strip to celebrate Schwinn's 100th birthday.
During his tenure, Schwinn won the most coveted award in advertising, the Kelly award, as well as an Effie award for advertising effectiveness, and a Clio. Advertising Age magazine voted him a “Top 100 Marketer” and he appeared on the Today Show, Good Morning America, CNN and other current programs.
Bagni led a gang of merry pranksters at Schwinn, many of whom went on to other leading positions around the industry and who keep in touch to this day.
After Schwinn, Bagni joined White Road Investments, a venture capital fund set up by Gary Erickson and Kit Crawford, the founders of Clif Bar. He also consulted with companies in this industry and others through his Alien Truth Communications firm. Bagni wrote an occasional column for BRAIN and was always available for a friendly chat with BRAIN staffers.
Bagni professed, with a straight face, that he was an alien visitor to Earth, and he distributed custom socks to friends and industry insiders featuring his hand-drawn aliens in various settings.
BRAIN columnist Rick Vosper said, "Even in an industry full of colorful characters, Gregg Bagni stood out as a true original. Beneath that wacky exterior lay a deep understanding of the marketing craft and a keen business sense. He will be sorely missed."
We will report more industry reaction to Bagni's death as we gather it.
