Goodby, Silverstein & Partners

Published on .

2004 Rating: 4 stars

The essence: Omnicom Group's Goodby, Silverstein & Partners' marketing magic brought some big names to its roster-Gap Inc.'s Banana Republic, Subway Restaurants, Haagen-Dazs (owned by Dreyer's Grand Ice Cream)-as well as new assignments from Hewlett-Packard Co. and Anheuser-Busch Co. Subway work is expected as soon as the Super Bowl and Goodby's first ads for Banana Republic break in the spring.

Net growth: The agency brought in $439 million in new billings. That offset $125 million in losses from AT&T Wireless, which was acquired by Cingular Wireless; Goodyear Tire & Rubber Co.; and its longest client, the $10 million Foster Farms and the iconic "Imposter" chickens. In all, Goodby claims to have exceeded its goal of a 20% increase in profit before taxes.

management: Goodby still has two of the biggest names in advertising on the door, and deep creative and account benches.

Creative quality and effectiveness: The HP Enterprise work increased brand awareness 21%. For Anheuser-Busch, it produced an edgy animated drawing of "rejected" ads. Its Donkey Super Bowl spot for Bud was one of the few that went unscathed, and its curious campaign for Emerald Nuts, a new entrant in challenging Planters, is going national. But Goodby's creative prowess is spreading to the new-media realities. A campaign for Elizabeth Arden's Britney Spears' Curious line, included mobile phone ads. Curious leaped to the best-selling fragrance in department stores.

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