TITLE

Robson plan: Redefine traditional Goodby rep for media-flexible age

AUTHOR(S)
Cuneo, Alice Z.
PUB. DATE
June 2006
SOURCE
Advertising Age;6/26/2006, Vol. 77 Issue 26, p24
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article features Derek Robson, co-managing director of advertising agency Goodby, Silverstein & Partners in San Francisco, California. Robson sees his challenge as orchestrating a cultural revolution. He spent his first months at Goodby operating like an outside consultant. Robson determined that nearly half of Goodby's output consists of digital, interactive and nontraditional advertising, even though the agency is known for its television commercials.
ACCESSION #
21391156

 

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