Why every agency boss needs to hear how Goodby got its groove back

In the last three years I’ve probably sat through dozens, if not a couple of hundred, industry-related presentations. Just a handful stick with me.  

One of them was given by Howard Sogard, vice chairman of San Fransisco agency Goodby, Silverstein & Partners at the iMedia conference in 2007.

Whenever I visit a traditional ad agency and ask about their digital capabilities, I secretly measure their answer against the case study Sogard presented.

He told a simple story – how Goodby had been on top of the industry for a long time, but then faded and stopped winning awards.