Provin’ They Are The Top Dawg

Will McGinness was Goodby Silverstein + Partners’ Interactive Creative Director. Now, he’s just Creative Director. It’s a lateral move really, but why the switch? Goodby is trying to prove that they are a fully intergrated agency – all the parts think about all the pieces. Interactive is no longer a separate discipline at Goodby.

The title of the Business Week article that broke this startling piece of PR poop is “Goodby Gets It” and if you can stand reading it, the article will give you a bunch of wise and wonderful quotes from all of the partners like this one:

“We no longer have a separate interactive department. It’s all one big creative pool of talent,” McGinness reveals.

Or, this:

“”Well the transformation has been a little more organic than that,” says McGinness, “but the sentiment is pretty accurate. Everyone needs to be aware of how the industry is changing and willing to embrace these changes or they won’t last long at our agency.”

Yeah, yeah, yeah… Maybe Business Week is just a sucker? Here’s another instance of them just copying straight from the press release.