Mr. Cocciolo, who worked at Goodby in the early 1990s, had been in discussions with Goodby during the past year. In the interim, Goodby late last year hired Jamie Barrett, creative director at Publicis Groupe's Fallon New York, as their creative director and associate partner. Mr. Barrett helped pitch and win the $300 million General Motors Corp.'s Saturn Motor Corp. account.
Three creative directors
Goodby has a third creative director and partner, Steve Simpson, who heads up the Hewlett-Packard Co. account. Mr. Cocciolo is expected to work on SBC's Pacific Bell and other accounts, said Jeff Goodby, the agency's co-chairman.
"We hired Harry at a tender stage of his career, and he had a hand in work we are really well-known for," said Mr. Goodby, referring to the first campaign the agency did for Anheuser-Busch, involving the Budweiser frogs.
Mr. Cocciolo and Sean Ehringer also produced some of the agency's memorable, prize-winning work, including the "Heaven" spot for the California Milk Processor Board. The spot won Advertising Age's 1994 Best of Show award. (In the spot, an arrogant executive is run over by a truck and winds up in an all-white place with plenty of cookies -- but no milk. It ends with the words "Got Milk?" going up in flames.)
Messrs. Cocciolo and Ehringer left Goodby in the late '90s to work on Adidas at Leagas Delaney's San Francisco office along with executives Rob Kabus, director of strategic planning, and Courtney Buechert, managing director. Among the award-winning campaigns at the shop was one featuring five men, all rabid Yankees fans and each with a different letter painted on their naked chests that together spell out the word "Yanks."
Mr. Cocciolo and the other Goodby alumni left Leagas en masse in June 2001 after discussions for the sale of the agency ended. Mr. Beuchert is now executive vice president and general manager of Interpublic Group of Cos.' McCann-Erickson Worldwide, San Francisco, which handles the Microsoft account. Mr. Kabus joined him soon after as director of strategic planning.
The addition of Mr. Cocciolo comes at a time when Goodby has made a number of other changes to its creative staff. Recently, Steve Luker rejoined the shop to work as Mr. Simpson's partner on Hewlett-Packard. And the creative team of Josh Denberg and Paul Hirsch left the West Coast for positions as creative directors at Bcom3 Group's Leo Burnett Co.