Goodby Sprints To The Bank

April 3, 2007 By

What’s it like to win an account that spends $1.2 billion a year on advertising? Mere mortals in the ad biz are ecstatic with a $10 million dollar win. Goodby’s latest account score comes in at 120 times that, which is pretty amazing.
Ad Age looks at some of the reasons for Goodby’s success.

“Goodby’s sterling reputation and creative talents are second to none and together we will deliver a more integrated and strategic brand execution,” Mark Schweitzer, Sprint’s chief marketing officer, said in a statement. Sprint also liked Goodby’s “combination of strategic strength, breakthrough creative execution and outstanding new media integration.”

The U.S. cellphone market is reaching a saturation point, according to several studies. Ergo, this new account will not be easy to serve. They rarely are at any price, but imagine the pressure to keep the client happy on a piece of business this large. It’s scary.

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About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.