“Content is an evolution of where agencies are going,” Mr. Silverstein says. “We have become a content house. We, in a sense, are our own Pixar. [In 2008] I hope to evolve to a point where we make more content for our clients and ourselves.”
And the challenges GSP continues to face.
David Roman, VP-worldwide marketing communications, Personal Systems Group at Hewlett-Packard, who praises the agency for significant contributions to HP’s success, also says Goodby still has to master the social web and work out its position on public relations, where the line with advertising has begun to blur.
Content, the social web and pr are intertwined practices that help create conversation around a brand. By next year at this time, I’m sure GSP and others will have solved some of the riddles native to this new culturescape.