Agency A-List 2007

Agency A-List: 2. Goodby, Silverstein & Partners

Jeff Goodby, Co-chairman

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Remember Goodby, Silverstein & Partners, that San Francisco beacon of creativity known for its hilarious TV spots? In 2006, the agency found the new-media religion, changing the way it develops strategy and transforming itself into one of the hottest shops for everything media hybrid and interactive.

Photo: Claude Shade
Jeff Goodby
Makes Comcast warm and fuzzy
HP among $300 million in new business

In the course of that change, Omnicom Group-owned Goodby picked up $300 million in new billings, including the important win of Hewlett-Packard Co.'s printer business following a pitch, and added duties from Anheuser-Busch (Rolling Rock) and Comcast.

Goodby's 360 marketing adds another layer to the agency's insights. It's moved Comcast from a cold cable company to a warm and fuzzy entity with the retro "It's Comcastic" tagline. For newer offerings such as high-speed internet, Goodby invented a pair of married turtles, the anti-fast Slowskys. For HP computers, its Madison & Vine offerings ranged from a program interviewing CEOs to the MTV dating game "Meet or Delete."

With a new infusion of top-level talent, including Guy Seese on General Motors Corp.'s Saturn, Goodby has to figure out how to get adequately compensated for its nontraditional offerings.
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