| Type | Subsidiary |
|---|---|
| Industry | Advertising, Marketing, Design, Interactive, Media, Strategy |
| Founded | 1983 |
| Headquarters | San Francisco, CA |
| Area served | Global |
| Key people |
Founders: Rich Silverstein |
| Employees | 700+ employees |
| Parent | Omnicom Group Inc. |
| Website | http://www.goodbysilverstein.com/ |
Goodby, Silverstein & Partners (also known as GSP) is an advertising agency based in San Francisco. Its client list includes Got Milk?, Chevrolet, Hewlett-Packard, Frito-Lay, Sprint, Yahoo!, Nintendo, the National Basketball Association, Netflix, Adobe, Sonic Drive-In, Corona Light, Modelo, BevMo!, Dickies, TD Ameritrade, Häagen-Dazs, Dreyer's, and the Commonwealth Bank of Australia.[1]
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The agency was founded in 1983 as Goodby, Berlin & Silverstein by Jeff Goodby, Andy Berlin and Rich Silverstein. Andy Berlin left in 1992 and the agency was renamed.[2] Goodby, Silverstein & Partners is now part of the Omnicom Group, Inc., an advertising holding company.[3] The agency is based in San Francisco, CA but in 2010 opened a Detroit, MI office to service its Chevrolet account.[4]
In 2009, Adweek named Goodby, Silverstein & Partners the Agency of the Decade.[5] That same year, Adweek also named Jeff Goodby and Rich Silverstein the Agency Executives of the Decade.[6] Jeff and Rich also were award the CLIO awards highest honor—the CLIO lifetime achievement award.[7]
The agency has won Adweek's "Agency of the Year" in 2007[8] and 2008 [9] as well as the "Western Agency of the Year" in 2000[10] and 2002.[11]
GSP won AdAge's "Digital Agency of the Year" in 2006[12] as well as their "Agency of the Year" honors in 1989, 1999, 2000,[13] 2001 [14] and 2008.[15]
GSP’s longest-standing account is also arguably their most recognizable. The California Milk Processors Board and GSP initiated the Got Milk? campaign in 1993.[16] The tagline was first introduced in the television commercial, “Aaron Burr,” directed by Michael Bay. The commercial has since been entered into CLIO Awards Advertising Hall of Fame[17] and spurred countless imitations in popular culture.
GSP created two talking turtles who'd rather subscribe to slow internet than use Comcast high speed. This campaign won the 2007 Gold Effie Award.[18]
For Elizabeth Arden, GSP created Britney's fantasy reality to promote her Curious fragrance.[19] The campaign won a 2006 Gold Effie Award.[20]
During the 2010 Super Bowl, GSP premiered the promotion for everyone in America to receive a free grand slam on February 9, 2010.[21] Denny's ended up serving 2 million free Grand Slams as a result.[22]
As an off-shoot of the popular Budweiser Frogs campaign, GSP introduced the Budweiser Lizards, Frank and Louie, during the 1998 Superbowl with the spot entitled, "Bad Day to be a Frog," in which the frogs were electrocuted by the jealous lizards.[23]
In 2006, Anhesuer-Busch purchased the Rolling Rock brand.[24] Rolling Rock loyalists began to boycott the beer.[25] GSP was tasked to resurrect the brand back to life. Feeding into the bad press, GSP created a fictional VP of Marketing for Rolling Rock, Ron Stablehorn, who promoted all the wrong things, including a "Beer Ape" that parachuted into beer-less parties.[26]
The "Foster Imposters" first hit the airwaves in 1993 as a chicken duo attempting to make the grade as Foster Farms chickens.[27] The characters are still used in advertising today.[28]
GSP also penned Foster Farm's campaign, "Say No To Plumping." The campaign won the 2010 Gold Effie Award for its ability to keep sales steady in a recession and give politicians and shoppers a cause to rally behind.[29] During a press conference in 2010 California Senator Barbara Boxer called the USDA to address the practice of "plumping."[30]
During the 2000 Superbowl, the spot, "Monkey," aired featuring two older men clapping along to a monkey dancing to "La Cucaracha" in a garage. The final text reads, "Well, we just wasted two million bucks. What are you doing with your money?"[31]
The commercial was arguably regarded as the greatest punchline of the 2000 Superbowl advertisements.[32]
Inspired by the famous Budweiser Clydesdales, this commercial came from the perspective of a donkey who always wanted to be a Clydesdale.[33] The spot was nominated in the Outstanding Commercial category for the 2004 Creative Arts Emmys.[34]