2002 Rating: 4 stars
Goodby, Silverstein & Partners' "+HP" campaign colorfully portrays achievements of Hewlett-Packard Co.'s business partners, but perhaps the biggest "plus" is for the tech company and its agency. San Francisco-based Goodby has produced some of the agency's best work while at the same time transforming HP, from well-regarded though stodgy into a brand akin to sexier rivals such as Sony Corp. Other Goodby creative, which led to its being named Agency of the Year by Advertising Age's Creativity, includes one of the shop's best "Got milk?" spots in the 10-year-old campaign for the California Milk Processors Board. This one stars a boy with an eerie sixth sense. While creative shined, agency billings stayed flat in a year in which it lost SBC Communications, E-Trade Group, and Match.com. Meanwhile, Goodby picked up Haagen-Dazs, Diamond Walnuts, and AT&T Wireless' $125 million branding account.
Though Co-Chairmen Jeff Goodby and Rich Silverstein, and Jamie Barrett, partner, are still at the helm, the agency lost two key creatives in '03: Harry Cocciolo and Steve Luker, a key player on HP's ad design. Goodby's "ability to grow is defined by the number" of top creatives on board, notes one executive familiar with the situation. The agency known for account planning also has plans to reinvent the genre this year.