Jeff Goodby discusses why it’s important for creatives to keep their edge why he expects clients to keep up.
Jeff Goodby has been running his advertising agency since 1983. Co-founded with Rich Silverstein, he has seen his company grow to more than 700 employees. On the eve of his talk at the Cannes Lions Festival, PSFK spoke to Jeff Goodby to give us his thoughts on what it means to stay current in a fluid environment.
Jeff, You’re back at Cannes. How do you think the industry has changed over the last 12 months.
Well, for one thing, everyone seems to have stayed the same age except me. Beyond that, though, we continue to make exponential leaps in the ways we can multiply a single gesture – tweeting onto Facebook pages, interacting quickly with any and all posts, putting Flash behind us. Every year, we do five times as much as we did in the previous one.
Is there a particular piece of work your agency has produced that reflects how GSP is evolving?
I guess I’d point to the Chevrolet Sonic installation. It involved everything from a virtual claw machine projected onto an entire hotel to partnering with OK Go for a music video to working with the band Fun.on what ended up becoming number one song in the world. We wanted to engage a billion eyeballs. We came pretty close.
You’re giving a talk at the Cannes Young Lions Zone on Wednesday, June 20 at 4pm about selling ideas. Why do you think it’s the right time to talk about it?
Making clients comfortable with edgy ideas is maybe the most important thing we do. No matter what happens in the worlds of media and execution, it always starts with someone nodding along.
Catch up with Jeff at the events he will be participating in at this year’s festival: