Professional Documents
Culture Documents
April, 2010
Who am I?
Goodby,
O&M Direct Ogilvy & Mather BBH Silverstein
& Partners
Account
Planner
+
Account Deputy
Manager Planning
Account Director Managing
+ +
Planner Partner
Account Business
Planner Director
+
Managing
Director
What was I joining?
The Agency
dilemma:
Right
vs.
Interesting
The agency dilemma
A:
“If I were President of the United States, I would
rather be right than interesting. If I were a CEO of
a company, I would rather be right than interesting.
But I am a journalist—what journalist would rather
be right than interesting?”
—Malcolm Gladwell, GQ Magazine
The agency dilemma
Right + Interesting
What’s the
motivation
to change?
The motivation for change for us
“ ” Fear.
The importance
of the simple
Agency objective
Our #1 Objective for the Agency:
“RELEVANCE.”
—Rich Silverstein
Treating the agency
like a Client
(What’s the
agency problem?)
Auditing the agency
Consultants Press
EXTERNAL GSP
Industry Headhunters
INTERNAL GSP
External perceptions of the agency
(the industry)
“Most creative”
4 15
2 9
4 5
2002 2003 2004 2005
“ ”
Our biggest single issue is lack of
a clearly articulated identity.
Creative/Client X X XX%
Creative/Client X X XX%
“ We work dumb.
”
Source: Internal Agency Interviews
Managing our most expensive resource
82%
May 2005
18%
Web/Interactive
Traditional Source: Goodby, Silverstein & Partners
Our output was evolving
(percentage of GSP projects)
82% 58%
42%
18%
Web/Interactive
Traditional Source: Goodby, Silverstein & Partners
So we needed to change
our creative resources
(percentage of head count)
37%
The Creative
Department
May 2006
49%
14%
Traditional
Traditional + Interactive
Interactive Source: Goodby, Silverstein & Partners
The shift in our output was dramatic
Web = 29%
Print = 23%
TV = 11%
58% Alt media = 11%
50%
42% 50%
OOH = 11%
P Of Purchase = 8%
Radio = 5%
Brochures = 2%
Web/Interactive
Traditional Source: Goodby, Silverstein & Partners
More flexibility in our
creative resources
was our goal
28%
The Creative
Department
October 2006
41%
31%
Traditional
Traditional + Interactive
Interactive Source: Goodby, Silverstein & Partners
Why do all
Agency creative
departments
look the same?
We were recycling creative resources
Goodby,
Fallon Silverstein & Wieden + Kennedy
Partners
Different output = different resources
The Sci-Fi Channel
Sweden YouTube Star,
Music Video The Rappin’ Jelly Donut
Production
Punk Rock
Zine
Interactive Agencies
TBWA \ Chiat \ Day Crispin Porter + Bogusky
with Dangerous-sounding Names
Sketch Comedy Troupe
(“Killing My Lobster”) Goodby,
Fallon
Silverstein & Wieden + Kennedy
Partners
Best Buy
Film School
Traditional Interactive
Art Director Art Director
From two distinct
creative “camps” +
Traditional
+
Interactive
Copywriter Copywriter
Traditional Interactive
Art Director Art Director
From two distinct
creative “camps” +
Traditional
+
Interactive
Copywriter Copywriter
Account Media
Planning Planning
Brand Media
Strategist Strategist
Traditional
ad agencies with Integrated “Larger” digital Digital
“bolt on” digital ad agencies agencies production shops
(e.g., DDB, Euro) (e.g. GSP, CPB) (e.g. R/GA, (e.g. Big
Razorfish, Spaceship,
AKQA) Firstborn)
A looming turf war
Traditional
ad agencies with Integrated “Larger” digital Digital
“bolt on” digital ad agencies agencies production shops
(e.g., DDB, Euro) (e.g. GSP, CPB) (e.g. R/GA, (e.g. Big
Razorfish, Spaceship,
AKQA) Firstborn)
1. Understand my market
2. Creative
Source: Reardon Smith Whittaker survey of 184 key marketing decision makers, October 2008
Heidrick & Struggles survey of 111 senior marketing executives at firms with $1B+ in annual revenues, December 2008
Creative output alone
will not be enough to succeed
Source: Reardon Smith Whittaker survey of 184 key marketing decision makers, October 2008
Heidrick & Struggles survey of 111 senior marketing executives at firms with $1B+ in annual revenues, December 2008
Creative output alone
will not be enough to succeed
A need for fluency from “the work” to how the work works; the “what” to the “why”
Source: Reardon Smith Whittaker survey of 184 key marketing decision makers, October 2008
Heidrick & Struggles survey of 111 senior marketing executives at firms with $1B+ in annual revenues, December 2008
One final observation
More More
interactive = Interactive
work staff
Q:
How do
you get big
without
getting bad?
Setting the right metrics for the agency
Our performance
An Annual Agency
at Effectiveness Awards
Staff Survey
(EFFIES)
Does this theory actually work?
The changes helped make us more productive
3. GSP (300) 3. AMV BBDO 3. Saatchi + Saatchi, NY 3. McCann Erickson 3. Saatchi + Saatchi NY
4. W+K London 4. DDB London 4. R/GA 4. Fallon London 4. W+K Portland
5. TBWA\Chiat 5. DDB Chicago 5. DDB London 5. Saatchi NY 5. Droga5
6. Taxi 6. JWT London 6. DDB Chicago 6. TBWA\Chiat\Day NY 6. BBDO NY
7. DDB London 7. Dentsu Tokyo 7. BBDO NY 7. Crispin 7. Dentsu Tokyo
8. Fallon/NY 8. Forsman +Borden 8. BBH NY 8. GSP (260) 8. TBWA NY
9. Almap/BBDO 9. Taxi 9. Leo Burnett Chicago 9. Saatchi Singapore 9. CumminsNitro
10. W+K/Portland 10. GSP (155) 10. Fallon London 10. DDB London 10. Leo Burnett Lisbon
11. DDB Brasil 11. Fallon London 11. Saatchi + Saatchi, Singapore 11. TBWA Paris
12. Dentsu/Tokyo 12. W+K London 12. W+K Portland 12. W+K London
13. Springer + Jacoby 13. Saatchi + Saatchi, NY 13. TBWA\Paris 13. Saatchi + Saatchi, NY
14. Arnold 14. Nordpol Hamburg 14. W+K Amsterdam 14. Nordpol Hamburg
15. The Jupiter Drawing Room 15. Leo Burnett London 15. Fallon Minneapolis 15. Leo Burnett London
16. 180 Amsterdam 16. Lowe Hunt Sydney 16. GSP (115) 16. Lowe Hunt Sydney
AWARDS
6. BBDO NY (205)
1. BBDO (1375)
2. DDB (985)
AWARDS
6. Ogilvy (700)
7. JWT (615)
“The most awarded Agency of 2009 is GSP, a shop that simultaneously was named
Cannes’ Digital Agency of the Year and, according to our count, had the most awarded TV spot
this season with ‘Rabbit’ for Comcast.
“What’s more, the San Francisco–based Omnicom agency didn’t earn this distinction for
hitting one home run that won everything—last year’s top winners could chalk up success to
standout campaigns like HBO’s ‘Voyeur’ and ‘Halo 3.’ A broad range of award-winning work and
strength across media proved fruitful for Goodby, which won for work like the YouTube-quaking
‘Wario Land Shake It!’ for Nintendo, the split-screen ‘There Can Only Be One’ spots for the NBA
that inspired spoofs on the cover of Time Magazine and on SNL, the ‘Save the Honey Bees’
campaign for Häagen-Dazs and the virtual haunted ‘Hotel 626’ for Doritos. Goodby also won
for the first augmented-reality campaign for a major advertiser, the GE Plug into the Smart Grid
Web site, as well as the data-crunching Sprint Now widget.”