It’s always gratifying to see quality work earn plaudits for quality. Such was the case when the Goodby Silverstein shop pulled in honors for Adweek’s top agency of 2007. It was made even sweeter in a year when Saturn, a huge piece of G-S business, pulled its account. One of the fundamental secrets to the success of this shop, it seems to me, is its apparent ability to be smarter today than it was yesterday, and still smarter tomorrow. Which holds true for individuals, too. In this case, the agency’s ability to see the world through the eyes of their clients’ customers/consumers who, more and more, use the web as their primary information medium. Seeing the world through the eyes of consumers creates a point of view far more accurate than viewing those consumers through the prism of this or that medium.
Goodby Silverstein’s sweet spot has traditionally been television. The venerable 15-30 second commercial This isn’t to say that TV spots, or print and broadcast have been abandoned, but for a huge marketing consultancy to say it’s an “interactive agency” is one thing. Actually becoming and being one is quite another. It is truly walking the walk. Losing Saturn would have devastated many an agency. To have lost such an account and emerged in even better health is truly an award winning accomplishment.
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