Monday, April 23, 2007

Goodby and their move to new media

+ Goodby focuses on digital media out of necessity according to this article.
Today, most of the Goodby agency's work is nontraditional, largely based on the Internet.

Goodby, Silverstein & Partners is one of the largest and most established agencies to undergo such a wrenching shift. But such change is happening everywhere in the ad industry as agencies grapple with technologies that emerge at warp speed and try to reach consumers wherever they are in the digital world.

When Goodby laid down the law about changing the way creative directors do their work, he told them if they didn't want to go along it was time to leave.

Some did. But most stayed and learned. And, among 109 people hired at the agency in 2006, many have deep interactive skills.

"It's art school all over again," said Silverstein, 57, a product of the Parsons School of Design in New York. "We found a way to take our talent for storytelling and put it on the Internet. It's electric around here."

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