Agency A-List: 2. Goodby, Silverstein & Partners
Jeff Goodby, Co-chairman
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|
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.