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Philadelphia has its first all-woman agency, the newly formed Goose, Ltd. Founded by three local Earle Palmer Brown vets -- account planner Joyce Rivas, 41; CD/writer Kelly Simmons, 41; and CD/AD Ren‚e Korus, 34 (seen l. to r.) -- they espouse "gender-oriented marketing," says Simmons. "We're not marketing to women exclusively, though we consider that a strength," she explains. "We want to integrate marketing to men and women, instead of targeting one or the other, as many agencies do. We want to find a balance."

They're off to a good start. Their clients so far are Romance Classics and a local men's clothier, and their special project for the Philadelphia Festival of World Cinema features a TV spot in which a husband is too chicken to cut his wife's umbilical cord in the delivery room (frame seen here). "It's a female approach," Simmons explains. "It certainly has a more feminine angle than these campaigns have had in the past." But can Philly support another agency? "The market has shrunk in terms of the number and size of agencies here, but smaller shops have succeeded," she says. "And other than Gyro, there really isn't a creative presence in the market at all." Why the name Goose? "As a creative, you're always being asked to lay a golden egg," Simmons says. Anything to get clients to take a gander.

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