Goodby, Silverstein
From Innovationclass
Final Project: Towards A Student Agency
BACKGROUND Goodby, Silverstein and Partners looks past the obvious answer. They take there thinking to the next level; they explore and immerse themselves into the culture they are studying. They search for what is broken in the category, they find the missing link, or where the category is lacking. Goodby�s process for innovation is unique. Process for innovation/idea generation:- They use and are open to ideas; any ideas, even if they are generated from other companies - They use collaboration from many subjects/fields to better understand the needs of their consumers and target. - Use extensive and out of the box research to target their audience and highlight the product benefits in the most effective way. - They do not believe in taking the direct or obvious route. How they are an Innovative Organization:One of the most innovative processes that I have taken from Goodby is the use of outside sources to fuel their own innovation and inspiration. They use future-forward companies to learn new ideas; they take these ideas and combine them with cultural, consumer, and product research to make the best advertisement possible. They also have embraced new and emerging media. They have taken advantage of the Internet and the power and influence that viral messaging can produce. Goodby has learned to make even the most impersonal products/brands personal. They know the importance of giving brands: a face, a personality, and a relatable identity.
HONORS Goodby Silverstein and Partners win Agency of the Year Honors AdAge announced its A-list awards this week. Goodby Silverstein & Partners took U.S. Agency of the Year. San Francisco�based Goodby has been honored with the Media Plan of the Year for Best Use of Magazines
Their online work is offbeat, interactive, and goes way beyond what you can do in a 30-second spot. You can check out Goodby�s work, from a Doritos music studio with Missy Elliot to an HP site featuring arts and crafts with Gwen Stefani[2]
What they did with Doritos: - The new Doritos project is extremely innovative. They have taken advantage of the fact that advertising is moving from providing the consumer something to consume to producing something the consumer can interact and engage themselves in. Doritos is sponsoring a new MTV show. This new Doritos project allows the consumer to become part of the �Doritos world� and have a chance to be a contestant on the new Sweet vs. Spicy dating show. Every person who visits the site has an opportunity to post and create a profile; they state whether they are �spicy� or �sweet� and then the shows contestants will be chosen based on the profile they submit and the content they post. This collaboration with MTV and the mere association is enough to promote the brand. - � Inspired by Doritos® newest flavor, the Spiciest girls and Sweetest guys on this site will be featured on a specially produced MTV mini dating show, get paired up with their polar opposite and earn the chance to be in a national commercial to promote the new Doritos® Spicy Sweet Chili Chips!� http://spicyandsweet.nextornot.com/ How to play: - Register and create a profile and tell us if you are Spicy or Sweet - Start browsing all of the profiles. - Spend as little or as much time on each profile as you like. - Use the NEXT button to see the next profile or click the I LIKE button to connect with the user you are viewing. - The profiles that clock the most time during the 24 hour casting periods will be selected as finalists and earn a
chance to appear on the new Doritos® show "When Spicy Meets Sweet".
GOODBY TAKES INNOVATION TO THE NEXT LEVEL Goodby Silverstein & Partners first Innovation Salon. The idea is to get together a bunch of smart, future focused people (agency, clients, suppliers) and have a chat about what is happening in the new world of marketing. Attendees included YouTube, Google, Frito-Lay, Linkedin and many others. Featured speakers were Jimmy Wales from Wikia and John Battelle from Federated Media. Contributing Ideas: Daina Middleton shared some very interesting perspective from her experience energizing, nurturing and participating in their imaging and printing communities. Her key points: � Ease yourself into the community - you can�t come in shouting � Reach out - it WILL be a multi-disciplinary effort - involving multiple internal disciplines (marketing, IT, customer
service, legal, PR, etc.) and it will be challenging to get it done. But you will not be able to effectively do this
without everyone on board.
� Community involvement (conversational marketing) is not a drive by. It is a commitment. If you are going to do it -
plan on doing it for the long haul. You can�t walk into the party, shout �HERE I AM AREN�T I BEAUTIFUL� and then walk
away.
� Budget accordingly. Budget for ongoing support or else you will be in trouble.
John pointed out that �media� is anything that gathers eyeballs. It is any content that people will consume. This means that every place on the web that people gather is media. Including forums, newsgroups, wikia�s, etc. His firm helps brands connect to this new world of media.
GOODBY and the HP ACCOUNT:
Goodby, Silverstein and Partners has transformed HP, they have given the brand personality and life. They did this through the use of innovative, interactive TV spots and linked online advertising. The website includes: The website includes: - Celebrity profiles, option to explore their world and interact with it. (Gwen Stefani�s page has a link to design your own Harajuku doll) - A link to create your own brand identity of the things in the world that matter and are important to you. - Many interesting links and information about innovative brands, and how the inspiration came to the creator (ex. Jake Burton: Burton Snowboards). [3]
