History repeats itself: Goodby, Silverstein & Partners is the best ad agency of the year!
"The company changed more in the last two years than it did in the first 23," co-chairman Goodby says of the agency he and Rich Silverstein started after they left Hal Riney in the early 1980s. "It's a necessary change, and the whole business is going to have to change to exist. Nobody knows what advertising is anymore and the change in our company is a reaction to that fact." With minimal growing pains, the agency in the past couple of years dared to overturn the TV-centric culture it had built its reputation on, reconfigured to better meet digital demands, and stretched its celebrated creative skills with award-winning multimedia work for a range of clients, from the biggest (HP, Comcast) to some of the oldest (the California Milk Processor Board). For a 12-month run in which the agency lived up to and even surpassed its strategic and creative reputation, Goodby is Adweek's U.S. Agency of the Year—for the second year in a row. "It was a magical year," says co-chairman Silverstein. And it came in the wake of a methodical reformulation of the creative mix. With 60 percent of creative staffers now able to work in all media, up from 31 percent in the fall of 2006, the agency enjoyed even more potent firepower behind its campaigns. Goodby's real magic trick of 2007? With the future of its staff hanging in the balance, the agency, which prides itself as much on its working environment as on its caliber of work, managed to win Sprint, Hyundai, the Commonwealth Bank of Australia and the National Basketball Association within a period of just four weeks. "A few things came together luckily for us," says Goodby, in characteristically understated fashion. (Eleftheria Parpis, Ad Week)
Congratulations, guys!
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