No, HP is not leaving Goodby, Silverstein & Partners!

Yesterday, Agency Spy posted a rumor that HP was looking to move its business out of Goodby, Silverstein & Partners, where it's been for a good few years. As I commented on the site, I thought that was highly unlikely, as I iknow several senior marketing people at HP, and they are delighted with the work Goodby has done for them. Which is fucking brilliant compared to the shit most technology accounts inflict on the public. So, news today in AdAge that Hewlett-Packard's new chief marketing officer,
Michael Mendenhall, senior VP-CMO, said McGarryBowen will be handling an unspecified corporate assignment on a project basis. He also said the assignment does not have an effect on the marketer's global branding effort, which remains at Goodby, Silverstein & Partners. Apparently, it's some kind of sustainability project, you know, the fucking environment and all that "green" shit, which is right up Gordon Bowen's street as he specializes in "warm & fuzzy." Seems like the main thrust of the project will be to encourage consumers to turn off their computers at night. Yeah, that'll save the fucking Polar ice cap!

.

Just the facts, please!

Comments

[HighJive]

Well, George, we all know you’re a big Goodby fan, but it would not be surprising to learn that they’re in trouble on HP, Sprint or Comcast. And it would have nothing to do with the quality of the work.

In Sprint’s case, the company is in constant turmoil. Didn’t the CMO with ties to Goodby recently leave? That company’s problems go way beyond solutions gained via advertising.

HP is not much different. The fact that a client has multiple agencies where outsiders can easily see the shitty work from the good indicates an unfocused, divided corporate culture. It’s a safe bet that the client and agency producing the “shitty” HP work have tons of data and results to show their efforts are great (although the data and results are likely bullshit).

The technology and communications categories are in constant chaos. No agency seems to hold onto those accounts for long. Hell, didn’t McGarryBowen lose Verizon? The shifting CMOs, CEOs and CFOs make it impossible to establish a relationship with either the client or the consumers.

It goes back to your preceding post headline: It’s going to get worse before it gets better.

[Auntie Christ]

An editor told me creatives at McGarryBowen got beaten up alot on that Verizon campaign by the people who ultimately controlled the media spending. They wanted sales, not branding. So HighJive is once again correct. Verizon's head didn't really know what it's ass was doing.

[pete shotton]

McGarry is also a really bad shop--creatively speaking. I was just on their site and they are clearly one of those give them what they want shop. the chase bank stuff is particularly heinous.

[HighJive]

shotton,

Not sure mcgarrybowen is bad, but their stuff has a certain 1990s flavor, right down to the use of music that appeals to Boomers and Xers. Maybe that’s the audience for a lot of their stuff, or maybe it’s a reflection of the people they have on staff. It appears so many New York shops have sold their souls to clients like Kraft or Chase, who seem content with middle-of-the-road stuff. It’s like these clients want strong work, but they’re not willing to go to a Crispin or Goodby or Wieden. Hence, the mcgarrybowens of the world fill the gap of being better than, say, JWT, Ogilvy or Grey, yet not as edgy as the creative leaders. And you’re right about the Chase work. The spot with the couple at the fancy restaurant has only been shot about 10,000 times already. Like I said, it’s all very 1990s. Then again, the principals of that shop have won more awards than me, so what do I know?

[dude]

sprint is fucked no matter who they're with. while it's a cash cow of sorts there is an argument to be made that one is better without them. the question is, who's going to gobble them up, verizon, tmobile or AT&T?

highjive, everything else you said in your first post was spot on.

[Edw3rd]

Hmm. I'm not sure about Michael Mendenhall, but I'm fairly confident those "senior marketing people" at HP George mentions have mcgarrybowen relationships... anyone know if Mr. Mendenhall ever worked with them at Disney? (I can't name even one agency with which Disney ever partnered! Now that I think about it, I can't remember one Disney campaign that's ever been produced; it's always been retail fashion ads of their recent releases or park discounts!)

[HighJive]

When a client gives a project to a major agency outside of their roster, you can be certain it is a rehearsal or tryout for a bigger role down the road. The VP-CMO’s statement is classic bullshit. Any of HP’s roster agencies—including its multicultural and below-the-line partners—would bend over backwards to pick up an additional assignment. We are in a recession, after all. If it’s a sustainability project that potentially warrants a warm & fuzzy execution, who would be better qualified to produce something provocative than Goodby? Yes, Bowen has a real gift in that area. But Jeff Goodby and Rich Silverstein can still outgun the man in their sleep. Goodby has only turned down work in a few instances, usually when it involved direct response or in-store promotional assignments—which they don’t seem to have expertise or interest in. Then again, Goodby might not be in trouble. Perhaps mcgarrybowen is angling to replace McCann or Publicis.

[yikes]

The H-P account is enormous. Goodby's chunk, while substantial, is hardly the whole thing.

They work with a lot of agencies and Goodby basically just does the stuff that doesn't suck.

[pete shotton]

HIghJIve, Gordon Bowen has been living off the fumes of a couple of decent commercials for about 25 years. There are not many big award winners on staff there. Mostly B-players creatively-speaking. Again, look at their site, it's a pretty lousy body of work.

[HighJive]

shotton,

Just checked out the site. Disregard my earlier comments defending mcgarrybowen.

Knew some folks who had contact with mcgarrybowen when they first launched, and my friends said the principals were smart, passionate creatives. They certainly created an initial mystique of being a boutique-style shop, at least from a creative perspective. What a difference a few years makes. The site looks like another JWT, Ogilvy and Grey. Now I believe Goodby probably is in trouble with HP. If the agency roster includes McCann and Publicis, and now the VP-CMO wants to add mcgarrybowen, it indicates the client doesn’t want great creative.

[Dallas Star]

McGarry Bowen's work is a one-trick pony, circa 1992. Go to iTunes, pick out a pop hit that's 15-20 years old. Preferably, Whitney Houston. Then think up a story that's cliche enough to sell to 50-to-60 year old clients. Preferably, something that's been done before for AT&T or American Express (and the statute of limitations has run out). Then find a hot director from the 80s to shoot it. There you have it, McGarry Bowen's reel. Every client gets the same thing, over and over and over.

[George Parker]

Dallas... Dead right. I don't know how he keeps getting away with it.
Cheers/George