In a move that reveals a certain symmetry with its parent office, which claimed the San Francisco Examiner as one of its first client back in the 1980's, the New York arm of Goodby Silverstein & Partners has landed a big city tabloid as one of its own first scores. GS&P announced yesterday that their recently opened Manhattan office would be taking on The New York Post as a client after a creative review against competitors such as The Martin Agency, McCann Erickson and Deutsch. This will be the first creative lead agency the daily newspaper, which is circulated throughout New York City and its surrounding areas, will have had in some time, with recent work having been doled out to agencies such as McCann and the former Kirshenbaum, Bond & Partners.
GS&P announced yesterday that their recently opened Manhattan office would be taking on The New York Post as a client
Nancy Reyes, GS&P New York's managing director, said that it “Doesn't get any more New York” than their first Big Apple win. Thus far the agency, which opened in January last year, also counts Comcast's Xfinity and Rock the Vote (a pro-bono account) amongst its clients, and this latest win should spark some real forward momentum for the fledgling firm. The New York Post work is expected to break within the next couple of weeks, and will include digital, out-of-home and experiential components.
Goodby Silverstein & Partners Celebrates 150 Years – A Clever Mockumentary
The win follows the departure of founding creative head Christian Haas and the hire of new executive creative director Paul Caiozzo back in May, who is thought to have helped lead the pitch. Caiozzo, who has also served time at CP+B, twofifteenmccann and Cliff Freeman, was also joined by his former partner Nathan Frank as creative director. Frank was most recently chief creative officer at Help Remedies and has also held roles as Saatchi & Saatchi, BBH and Taxi. Conner Huber also joined the agency recently as head of brand strategy. Huber has history with the agency as he formerly served as global director of strategy on Chevrolet at Commonwealth, the shop dedicated to General Motors business that worked with GS&P until March 2013.
GS&P will face off against Mullen in the final meetings this week for premium tequila brand Patron's account
In related news; GS&P have another big potential win on the horizon, in the shape of premium tequila brand Patron. GS&P will face off against Mullen in the final meetings this week, with the winner replacing incumbent agency Cramer-Krasselt, which didn't choose to defend its position. The winning agency will now only be in charge of the company's creative ads, but will also plan and buy media for TV and outdoor ads. Print, digital and PR efforts, however, will remain a 3 Plus Media, Razorfish and M Booth.
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The two finalists were narrowed down from a list of around six agencies, in a review process which began back in August when Lee Applbaum, the company's global chief marketing officer, said they were “Looking for a highly strategic and creative agency partner,” which possesses “A track record of success in marketing luxury brands.” Whilst GS&P don't have that much experience with luxury brands, their work for Haagen-Dazs ice-cream and Tsingtao beer should certainly stand in their favour. A final decision is expected some time next month.
Benjamin Hiorns is a freelance writer from Kidderminster in the UK. He doesn't read the tabloids, but he does enjoy a spot of tequila at the weekend (sans the worm of course).
