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Goodby, Silverstein & Partners, wasting little time filling its lead creative post in New York, has hired former freelancer Paul Caiozzo as its new executive creative director. The role most recently was held by Christian Haas, who co-founded the N.Y. office with Managing Director Nancy Reyes in January 2013 and departed earlier this month.
Mr. Caiozzo arrives at the agency with a portfolio of standout creative work. As a freelancer, he worked directly with brands such as Squarespace, Etsy and Vita Coco. He had also teamed with former Droga5 creative Graham Douglas on Help Remedies' "Help I Want to Save a Life," the Cannes Grand Prix-winning product idea that paired bandages with a bone marrow donor kit.
Prior to that, he held full-time stints at TwoFifteenMcCann, where he worked on Help Remedies initiatives such as the "Dream Recorder App" and campaigns for Xbox games such as "Halo" and "Gears of War." Mr. Caiozzo previously also worked at Crispin Porter & Bogusky on notable campaigns such as Burger King's "Whopper Freakout," "Whopper Virgins" and "Flame," the Whopper-scented body spray.
"I loved freelancing, but I had been feeling like I was ready to start building something personal again," said Mr. Caiozzo. "So when Jeff [Goodby], Rich [Silverstein] and Nancy told me they hoped the work coming out of this office would terrify them, I really couldn't imagine a better fit for me."
As for his approach to the work, "The projects that tend to really excite me are ones where product and advertising effortlessly blend together," Mr.Caiozzo said. "I like to think about where in the world a particular brand is in their conversation with the consumer, then try to insert the perfect next sentence. Hopefully [that's] a unique, unexpected interesting sentence, but one that is deeply logical in the overall conversation that's been going on."
"Paul is an entrepreneur," said Goodby, Silverstein New York managing director Nancy Reyes in a statement. "He likes to make things, whether that's an ad or a completely new product or brand. That sort of creative leadership will be invaluable as we build GS&P's presence here in New York."
In the new post, Mr. Caiozzo will focus on Comcast/Xfinity and will be pitching new business. "We need to find partners who believe in creativity the way we believe in creativity," Mr. Caiozzo said. "From that foundation we can grow slowly and organically."