Goodby Silverstein & Partners has basked for some years in the general adulation of its peers. Arguably no other US agency has been so consistently admired for so many years, but the partners themselves are determined to keep their shop small and laid-back. As a result, unlike equally admired agencies such as Wieden & Kennedy, for example, Goodby Silverstein has resisted the temptation to expand its footprint with offices in other countries or even much beyond its home city of San Francisco. Luckily, parent group Omnicom agrees with this strategy, and this creatively led agency retains standalone status within the marketing giant's portfolio, allowed very much to go its own way, producing ads under a guiding philosophy which it describes as "art serving capitalism". Jeff Goodby and Rich Silverstein founded the business in 1983. Omnicom acquired the business in 1992, but the founders remain co-chairmen, still closely involved with day-to-day business. Margaret Johnson is the agency's long-serving chief creative officer (and was named AdAge executive of the year in 2018); Derek Robson is president. AdAge estimated revenues of $116m in 2017.
Capsule checked 5th October 2018
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Adbrands Account Assignments track account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets. Adbrands Weekly Update is a weekly summary of the latest news affecting leading advertisers and their advertising and marketing agencies.
Adbrands Social Media 20th Jun 2018: Goodby Silverstein unveiled its first commercial for newly won BMW, and it's a joyous celebration of summer in both macro and micro detail. We particularly like those sudden shifts to and from ultra-slow motion. (Regular readers will know we're always suckers for a bit of slo-mo here at Adbrands). It's great to see a really strong creative approach applied to what has traditionally been a comparatively run-of-the-mill account. BMW has never previously matched the imaginative skill of rivals like Audi or Mercedes-Benz when it comes to its advertising. Finally, now, it's found an agency that can compete with those rivals on equal terms.
Adbrands Weekly Update 29th Mar 2018: Goodby Silverstein & Partners was the proud victor in a prolonged and gruelling contest for the BMW USA creative account. However, the manner of the appointment has generated considerable negative comment in the trade media. BMW, along with search consultant Ryan Roth Hayes, initially selected 25 agencies to compete. Three months ago, this list was then cut down to five, who were then required to spend considerable time and money on pitch presentations. Goodby was finally selected, the news imparted by a victory parade of BMW cars outside its offices in San Francisco. However, BMW's VP, marketing Trudy Hardy and her team apparently couldn't find the time to let the other four agencies on the pitch know they had been unsuccessful. According to Agency Spy, "the losing agencies found out only moments before or even after the news went live in the [trade media]. Several parties with knowledge of the review say that everyone except GS&P was kept in the dark until the last minute. Most of the losing agencies got the news from the search consultancy rather than the client, while others learned from the winner's own social media feed or the breaking email alert from AdAge."
Adbrands Weekly Update 1st Feb 2018: Ads of the Week "Dorito's Blaze vs Mtn Dew Ice". We weren't too sure about the advance trailer, but actually Pepsico's double spot for Doritos and Mtn Dew, from Goodby Silverstein, is pretty damn fantastic. Let's not give too much away. You already know the ad stars GoT's Peter Dinklage and Morgan Freeman. Let's just say that Busta Rhymes and Missy Elliott also appear, and that Missy's initial audible appearance is guaranteed to get a laugh. This could be one of the Big Game's best. How much better is this than the crowd-sourced ads that Dorito's used to be hung up on.
Adbrands Weekly Update 14th Dec 2017: There was an end of the era moment at Goodby Silverstein, which is to surrender the "Got Milk?" account for California Milk Producers after a 25-year run. The business transfers to rival roster agency Gallegos.
Adbrands Weekly Update 21st Sep 2017: PepsiCo named Goodby Silverstein as the new guardian of its Pepsi trademark following an Omnicom-only review. The scope of the appointment is undisclosed, but Goodby is expected to take over from BBDO as the new US lead for the soft drink brand.
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