2001 Rating: 3 stars
This stalwart survivor of the bombed-out San Francisco marketplace added luster in 2002. Omnicom Group's Goodby, Silverstein & Partners won five of six pitches, including one of the biggest prizes, the $300 million account of General Motors Corp.'s Saturn. In all, Goodby had billings of $823 million, up 37.2% from $600 million in 2001, and even opened Saturn field offices, its first outside San Francisco. The agency also belted out a breakthrough spot in its first brand-building effort for Saturn-drivers tooling around without vehicles!-and a catchy eBay spot, among others. Its win streak included an unusual victory with client Hewlett-Packard Co.'s shareholder battle over the Compaq merger And, in a bid to grow its capabilities beyond Chairmen Jeff Goodby and Rich Silverstein, the agency hired two top creative directors, Jamie Barrett and Harry Cocciolo, each of whom will take up the lead position with clients.
Armed with clients it needs to move into the big leagues, Goodby faces the task of keeping its creative cachet without getting sucked under by the demands of Saturn. It also remains to be seen whether the new creative hires produce and win trust from clients inclined to demand Messrs. Goodby and Silverstein. A few accounts, such as E*Trade Group, may follow America Isuzu Motors out the door.