Jeff Goodby: Buy my 'brilliant f***ing idea'
“There isn’t a lot of trust in the advertising world today,” according to ad guru Jeff Goodby, who believes shorter relationships and inexperienced marketers are hurting client-agency relationships.
The co-chairman and partner at Goodby Silverstein & Partners said it is not easy for creative agencies to earn their clients’ trust in today’s world.
“They tend to be very inexperienced marketing officers here. Very often they are not people who can trust other people,” Goodby said via Skype at the Siren Awards in Melbourne this morning.
“Or they are people who will trust other people only in so far as you create something for them and then they look to the boss and see whether he or she likes it. If the boss likes it then they take credit, if the boss doesn’t like it you get the credit for it.”
Goodby said that “happens a lot”, especially in the technology industry and Silicon Valley.
“There is something to be said about longer relationships and there isn’t a lot of trust in the advertising world today because there is just so much stuff to do.”
Goodby is known for pushing many great ideas across the line, including the famous ‘Got Milk?’ work.
At the Siren Awards breakfast celebration this morning he gave an abridged version of his “Why aren’t they buying my brilliant fucking idea?” speech he made at Cannes Lions in 2012.
This morning, he said the key to pushing ideas that seem strange across the line is to look at the pitch as if you are the client and work out what their objections are likely to be.
Passion is important but passion without understanding does not work, he argued.
Below are some of his tactics for pushing through interesting ideas.
Persistence
“Often times we get shot down by clients and we throw things away that we oughtn’t to throw away,” Goodby said.
Instead, be brave and try again.
This is what the agency did with Budweiser’s ‘Born a Donkey’ Super Bowl ad (below).
The first time they presented the ad to the client they “got laughed out of the room”. The following year they still “thought it was such a stupid idea”. But another year later the client bought it.
“You have to be aware and sensitive to what you look like coming back with it again and again,” Goodby said, adding that a sense of humour helps.
Have the boss there
“Something that has not been selling very well with the rank and file suddenly appeals to the guy above them and, as you know when it appeals to the guy above them, people have a way of suddenly liking it a lot.”
That was the case with another Budweiser campaign (below). The agency heard the marketing department were going to kill the idea because they did not believe it had any longevity.
They came up with a new twist for the work and presented it again. This time the boss was in the meeting: “Luckily when we read these things he went ‘that’s hilarious’…and it was done. And it was done for years.”
What was about to be killed turned into more than 150 different ads.
You are not a business, you are a movement
Aligning work with a social movement is another tactic that paid off for Goodby.
“When we worked with Nike’s skateboarding clothing line we cast around and found that people thought Nike was just a big faceless company.”
Skateboarders especially did not want to be aligned with Nike.
“We did some research and found out that if Nike championed the idea that skateboarders were athletes and deserved to have a place to play just like everybody else then it would be very popular.”
The result is below:
Buy this ad or we will shoot this dog
Goodby said it is a way of selling something to a client if there is no time and they have no time to over think it. When time is not on your side ramp up the passion and promise to deliver.
This was it what he did with the ‘Bosses’ Super Bowl ad for Hyundai (below). The spot was created in just four days.
See a need
Often what the client really needs done is not on the official brief.
“As we know, advertising has turned into a world where many times the best work has come not on an official brief. There is a need to sell up, to find things you can do for clients that they don’t even know they need.”
In 2010 General Motors had just emerged from bankruptcy in America and executives did not want to do any advertising.
The agency could not convince them that they should say something publicly, so they went away and created the ad below.
When the CEO saw the spot which simply showed a serious of failures and comebacks – some comical, others serious – he jumped on board.
The ad went live on Thanksgiving, just 16 months after emerging from bankruptcy reorganisation.
Please login with linkedin to comment
Latest News
Smartsheet Appoints Indie Agency Sandbox Media To Their Media Account
Sandbox Media has won the competitive pitch for Smartsheet Australia. Lead Image: Laura Jenkins, Director of Marketing Smartsheet and Luke Sullivan, CEO of Sandbox Media. The modern enterprise work management platform has been operating in Australia for 4.5 years and has already built an impressive client base. “Sandbox Media were selected as our preferred partner via […]
Ausbuild Hands Creative, PR, Content & Social Account To alt/shift/ Brisbane
Creative communications agency alt/shift/ has propelled its growth in the Brisbane market, winning Queensland’s largest builder and developer brand, Ausbuild. Lead image: National CEO at alt/shift/, Elly Hewitt. Appointed in both a retained and project capacity, alt/shift/ will work closely with the Ausbuild team to increase brand awareness through a brand creative, communications and content […]
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
With Cannes in Cairns, presented by Pinterest, less than two months away it’s time to make sure you’ve got your ticket in the bag. In case you’ve missed the impressive line-up of mega brands, top CMOs, agency leaders, inspirational creatives, professors, and all-round legends, see the speaker rap sheet here. Check out the list of […]
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
Creative communications agency alt/shift/ has propelled its growth in the Brisbane market, winning Queensland’s largest builder and developer brand, Ausbuild. Appointed in both a retained and project capacity, alt/shift/ will work closely with the Ausbuild team to increase brand awareness through a brand creative, communications and content strategy that will see amplification of new developments, […]
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
What is more important to the advertising industry? Seasoned experience or fresh thinking? That’s the hot topic set to spice things up when the industry’s Debate Club comes to Cannes in Cairns, presented by Pinterest this June. That’s right, the house will debate ‘Young Guns Versus Old Guard: Who Adds More Value to Our Industry? […]
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Launching today is a new player in the retail energy category, ENGIE. Formally Simply Energy, ENGIE, via HERO will show it’s possible to have both affordable and sustainable options for customers via a major brand campaign. Research shows that over 70 per cent of Australians believe environmental sustainability is the responsibility of government and corporates […]
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
PrettyGood, a brand and media solutions business, has launched into the Australasian market, offering affordable, transparent and unbiased marketing solutions to the underserved and overwhelmed small and medium business (SME) community. Founded by marketing industry expert Hamish Smith (lead image), PrettyGood aims to reset the media and branding landscape by providing honest results without corporate […]
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
NRL team Dolphins have found themselves at the centre of a Therapeutic Goods Administration (TGA) investigation over their partnership with Alternaleaf, a company that prescribes medicinal cannabis. According to the Sydney Morning Herald, the TGA is reviewing the sponsorship deal over breaches of the Therapeutic Goods Act that bans the advertisement of prescription medicine. The […]
Slew Of New Creative Hires At Leo Burnett Australia
Leo Burnett Australia has announced three new additions to its creative team, with the hire of Lenna Boland as group creative director and two new Associate creative directors, James Beswick and Rowan Foxcroft. Lean Image: Lenna Boland, Andy Fergusson and Julia Sheehan. Boland is a seasoned creative director with more than 20 years of experience. […]
Under Armour Unveils Local “Live in UA” Campaign
Global sports performance brand Under Armour (UA) has unveiled its new brand platform, ‘Live in UA,’ tailored exclusively for the Australian market. The campaign offers a glimpse into the brand’s latest men’s and women’s autumn and winter essentials, which are anything but basic. This locally produced campaign showcases an expanded range of apparel, footwear, and accessories […]
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Pepsi has marked its bold new era with a partnership with emerging designer Jackson Cowden, celebrating not only Pepsi’s new identity, but the reinvention of classic fashion items and conventions, via Special PR. Lead Image: Samantha Harris In partnership with a 22-year-old emerging ‘Digital Fashion Artist,’ the launch of the Pepsi Pulse Collection showcases Pepsi’s […]
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
Ultra-low carb beer, Pure Blonde, has partnered with The Monkeys, part of Accenture Song, to relaunch the iconic brand. By re-establishing the original ‘A Place Purer Than Yours’ platform, Pure Blonde is returning to its lush, forested roots: by imagining a world uncorrupted by modern life. The film, directed by Freddy Mandy, features a trespasser […]
Spotlight On Sponsors: Carsales Strikes With Another Storm-Based Team
Canon is set to capture all the action of the 2024 Cliff Diving Championships. Meanwhile, Carsales has solidified its connection with storm-based teams. Lead Image: Harry Grant (Melbourne Storm) and Liz Watson (Sunshine Coast Lightening). Welcome back to B&T’s Spotlight on Sponsors series, where we break down all the major sponsorship news from inside the sporting world. […]
Commission Factory & AGL Energy Ignite Strategic Partnership To Empower Australian Energy Consumers
Affiliate and partnerships marketing platform Commission Factory has announced a strategic partnership with AGL Energy, Australia’s pioneering energy provider with a rich history spanning 185 years. This collaboration marks a significant milestone as AGL Energy embraces an advanced partnership platform for the first time, leveraging Commission Factory’s cutting-edge technology to scale and streamline its partnership […]
Allied Nabs Nicola Gold From Pico International Dubai
Allied Global Marketing (Allied), a full-service integrated marketing agency working with entertainment, consumer and lifestyle brands, has announced the appointment of seasoned executive Nicola Gold as business director APAC, brand experience, effective immediately. Gold assumes a pivotal role in building the Brand Experience offering as part of Allied’s strategy to develop a truly integrated full-service […]
Nine’s Push For Gold, Silver & Bronze Ad Opportunities Could Break New Ground In Broadcasting
Nine insists that AI won't dominate its Olympics coverage. And not merely because Bruce McAvaney doesn't understand it.
TV Ratings (16/04/2024): Toxic City Girls Too Much For Farmer Bert
Fans calling out toxic behaviour on Farmer Wants A Wife, seemingly unaware that's the very premise of any dating show.
Kaimera Wins Afterpay ANZ Media Account
Have couriers even started to mention you're overdoing the online shopping? Probably best to avoid this Afterpay news.
Industry Reacts: Stuff Group Swoops In To Save 6pm News After Newshub Closure
As you'll read here, New Zealand's media's in a right state of flux. And nor have they forgotten 1981's underarm.
a2 Milk Launches “Only a2 Will Do’ Brand Platform In First Work From BMF
A2 milk drinkers tend not to bother everyone with their gut health issues & it's a lesson for vegans & the gluten-free.
Can You Recite It In Under 4 Seconds? Maccas Relaunches Iconic Competition With Modern Twist
Do you know what would make a fantastic ad? Drunk people at 3am trying to recite the ”two all-beef patties"
‘Liar, Liar’: Lehrmann Exposed As High Profile Defamation Case Comes To A Close
Having exhausted all avenues in his defamation case, is there only one option left for Bruce - reality television?
MECCA & Fendi Among Premium Advertisers For oOh!media Woollahra OOH Network Launch
If you've not been to the snooty suburb of Woollahra, the locals would like to thank you again for staying well away.
Yahoo Academy Announces Class Of 2024
This academy is strictly for "emerging leaders". Courses don't include 'sleeping at your desk' or 'bunking off early'.
Top 35 Media Leaders Announced For 2024 TikTok Agency Accelerator Program
Despite the ban threats, TikTok keeps marching on. Cementing its reputation as the Julian Assange of the tech.
AiMCO Announces First-Ever Diversity Webinar To Explore Inclusion In Influencer Marketing
Think influencer marketing's a little on the white side? This free webinar's for you. Sadly, it's not given TV ideas.
Anthony Ellis Promoted To CEO Of Publicis Media Exchange
Anthony Ellis takes the opportunity to thank the office fern in his press photo following recent work promotion.
Indigenous Stars 3% & Jessica Mauboy Fuel New Supercars Campaign Via WILDCARD
Jessica Mauboy brings the tunes to new Supercars campaign. Meanwhile, Shannon Noll promises a revenge best served cold.
Nine Launches New Look Olympic Experience 100 Days Out From Paris 2024
9Now rolls out Olympics push, but can it bring Aussie gold in handball?
Must-Watch Marketers At Cannes In Cairns!
Is there a better conference agenda than Cannes In Cairns, we ask? Sure, Captain Feathersword yet to put pen to paper.
Retail Media Demands A New Organisation Dynamic
There's no denying retail media's become adland's hot button topic du jour. Much like tomato being the soup du jour.
News Corp & NRMA Unite For Urgent Action To Fix Notoriously Dangerous Bruce Hwy
A top road safety initiative from News & the NRMA. If they could turn their attention to potholes next would be ideal.
Facebook And X Ordered To Remove Sydney Church Stabbing Video; Meta Swiftly Responds, X ‘Too Busy’ To Care
Tech giants ordered to stop running video of Monday's church attack. Not that it's bothered most major news sites.
Tara Ford To Serve On Titanium Jury At Cannes Lions
Monkeys seemingly ruling themselves out of back-to-back Titaniums, as agency ECD takes up Cannes red pen & clipboard.
“Be Like A Skunk At A Garden Party”: Author Patrick Radden Keefe On Investigating Pharma
Patrick Radden Keefe (pictured), author of global bestseller, Empire of Pain, talked to B&T‘s Nancy Hromin at the Samsung Jaipur Literary Festival about reputation laundering, aggressive marketing strategies and the privilege of still being able to practice pure journalism and be paid for it. Keefe’s in-depth reporting in publications such as The New Yorker and […]
Stuart Archibald Departs Half-Eponymous Agency, Archibald Williams
Stuart Archibald departs Archibald Williams after 12 years. And, no, it's not for golf & bowlo club-priced schooners.