Reinventing Goodby (Pt 2): Derek Robson on Branding Beyond The :30 Second Spot

Looking back, Goodby managing partner Derek Robson points to work the agency has done for Nintendo and Doritos as indicative of the kind of transformation he and others within Goodby, Silverstein & Partners sought to engineer when the agency first undertook a massive effort to reinvent itself for the digital age.

The Wario YouTube takeover ad - in which the entire viewing page begins to shake along with Wario's escapades - was a cause celebre when it first hit the web.

 And even after all this time, Hotel 626 remains one of my own favorite Goodby initiatives as well. In part two of this excerpt from source interviews with Robson for the new book THE ON-DEMAND BRAND, the man most credited with Goodby's reinvention effort talks about some of his early steps to move the agency beyond the :30 second spot, and offers insights into the GSP's perspective on applying new technologies when crafting digital initiatives for clients.

PART 2: Branding Beyond The :30 Spot

(Approx 3:28 min.)

Also, don't miss:

PART 1: Agent Provocateur

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"... EXCELLENT ..."

Publisher's Weekly

 

"... A MUST-READ ..."

Russell Weiner, Chief Marketing Officer, Domino's Pizza, Inc.

 

"... WITTY, INSIGHTFUL, DYNAMIC AND HIGHLY INSPIRING ..."

Alison Moore, Vice President, Brand Strategy & Digital Platforms, HBO

 

"... TRULY A MUST-READ FOR MARKETERS WHO NEED TO CUT THROUGH THE CLUTTER ..."

Connor Brady, Chief Creative Officer, Organic, Inc.

 

"... REQUIRED READING FOR THE DIGITAL AGE ..."

Peter Cole, Technology Director, RGA

 

 >>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

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