“I had not realized that I told you to launch an agency in the midst of a fade pandemic”

This is what he said, among laughs, Jeff Goodby, co-founder and co-president of Goodby Silverstein & Partnersto Greg Hahn, co-founder and creative director of Mischief at no fixed addressduring Cannes Lions. An example, according to Hahn, of the importance of “Cultivate relationships and contacts now because you don’t know who is going to be a good friend later“

Goodby and Hahn were barely known when the first encouraged the second to launch his own project after his departure, in April 2020, of BBDO New York. Despite the circumstances, with everyone confined by confinement, Hahn thanked the impulse because he considers that the context accelerated everything and connected to a group of almost strange, his now team, to create an agency in a matter of three months.

This was stated during the session “Going from Agency Flash in the Pan to Eternal Flame” (from an agency fleeting to an eternal flame), which took place during June 20 in the framework of the International Creativity Festival. In it, both put their entrepreneurship experience, One that has happened almost 40 years apart, but has found many points in common.

Jeff Goodby and Greg Hahn in Cannes Lions.

Communication can be everything

Goodby Silverstein & Partners was created in 1983 and Mischief in 2020, but both founders share the initial ignorance with respect to the business management for two profiles that have been traditionally linked to creativity. “We were three creative people waiting for the phone to sound. So I learned by making many mistakes“Jeff Goodby said.”We were very lucky that they came to us. I think what attracted people was the creative work we had done before”

Also thanked the reception that the press He gave the new project, an idea that also commune Greg Hahn. He assured that when he was fired from the agency he starred in headlines, something he did not receive with pleasure, but that, after time, he considers that it was helpful, since he created an expectant audience to know what he would do next.

A situation that also confirmed the Importance of communication. “One of the first profiles we hired was a person for PR and communication, and was one of the best decisions we made“, He said before the audience.”Your agency’s brand is as important as that of any other brand in which you work”

Hire people who are not like you

Moreover, Hahn positively valued the work of Brand construction Made by Goodby Silverstein & Partners, of which he said he created a good brand while he was independent and has even known after his acquisition by Omnicom in 1992. “You had a good brand and you have continued to keep it even being part of a holding. And that is not easy to do”He told Goodby.

The team’s selection in the first moments of a new business project was also part of the conversation. The creative director of Mischief highlighted the broad and diverse capabilities, the good treatment with people and the ease of teaming as a good qualities to look for among professionals when starting a business. For his part, the co-president of Goodby Silverstein & Partners said that it is important to have profiles that are different, But they complement each other. Also among the partners themselves.

Love and leadership

The managers also talked about Talent leadership and managementwhere they found other points in common despite the distance between their entrepreneurship experiences. “When they ask me if I have any type of people management system, all I can say is love. Love to the people I work with, I appreciate them and I feel lucky to work with itS, ”said Jeff Goodby.

Hahn said he also shares that vision. “I feel that people do not work for me, but I work for them. It is a great responsibility “he commented. “In the end everything is summarized that we want everything that comes out of Mischief makes us proud to all.”

Culture vs. customers

Asked about what would have liked to hear when they started, Jeff Goodby alluded to the importance of being aware that there are things that will go well and the need for overcome and continue working To overcome and do a better job.

For his part, Greg Hahn highlighted the value of Be selective. “When you are starting the resources are limited. Going for projects or pitches that are not good for you is always a mistake”; He commented.”Your first jobs feel the foundations for what people are going to expect from you, make sure the client aligns with your vision, because what you take to the market is what you will convert”

This gave rise to a reflection on the impact of incorrect clients on the activity of the company, not only in terms of time and money, but also to corporate culture. Thus, managers pointed out that sometimes necessary to assume sacrifices for preserve culture, The vision and values ​​of the company, and advised to choose both customers for those who work and the competitions to which the agency is presented.

Regarding when it is a good time to launch an agency, Greg Hahn said that it is when you stop exciting for what is out there. “If you think there is a hole in the market and that only you can cover it, go ahead“He said.”Make sure you have the right people with you, people you can trust and be good where you are not”

A new media scenario

In the context of a Media panorama More and more broad, and in which entertainment and content play a fundamental role, Jeff Goodby recalled that entrepreneurship in the advertising industry does not have to be necessarily linked to the launch of a new agency. “There are many gaps in the market and many ways to cover it. Your next project can be a podcast, whatever no one else is doing“, said.

At the end of the session, the last question launched by the audience to the managers was related to what they would like to see in the next generation of agencies. Goodby said he would like to contemplate how they are able to orchestrate the huge range of media as a symphony; While Hahn pointed out that he would like to see love for creativity and ideas alive.
“It is very difficult to distract with the next trend and the following technology. You have to understand them, but use for creativity. Let’s not lose sight of that“He concluded.