He may be 39, but there’s no legacy at Goodby, Silverstein & Partners.
Check out all of Ad Age’s 2022 A-list winners here.
Omnicom Group’s store is about as versatile as it gets: it features fun, culturally-smart work for brands like Doritos and Cheetos that play on the Super Bowl as well as TikTok. He advanced diversity in his ranks and was responsible for a provocative social justice effort earlier this year that asked what would have resulted if the insurgents who stormed the Capitol were black. It has created a tremendous new business machine with its Brand Camp offering, credited with increasing its revenue by 66% last year.
And GS&P is thinking beyond the screen, literally bringing Lunchables to toy stores and creating a “Daily Bugle” newsstand in New York tied to the release of “Spider-Man: No Way Home.” Field ? Client insurer Liberty Mutual can “protect what the bad guys destroy”.
This breadth of thinking helped the San Francisco-based agency land 14 new deals last year, including IBM, Bic Razors and Autodesk, despite the agency turning down 76% of the proposals that came its way. . The store retained 97% of its customers last year.
hang to fly
A particular skill set of GS&Ps is to deliver multi-screen experiences. His 2021 “#FlatMatthew” Super Bowl spot with Matthew McConaughey, and the “It Wasn’t Me” spot for the Big Game with celebrity couple Mila Kunis and Ashton Kutcher for Frito Lay’s Doritos and Cheetos, respectively, would have could stop there.
Buy your ticket to the Ad Age A-List & Creativity Awards gala at AdAge.com/ACGala.
Instead, the Cheetos campaign expanded to mobile with “Snap to Steal,” the first Super Bowl television ad where you could “Snap” a product for free, according to GS&P. The effort required Snapchat to input every image of the ad into the camera’s machine learning software — all 1,440 images, the agency said, so that when a Snapchatter held a phone up to 60-second Super Bowl spot, the camera recognized the contents and unlocked a free bag of Cheetos snacks.
